In the past market research has been relatively easy task. Each Media type established more or less stand-alone metrics and measurements – all tailored to prove maximum reach and effectiveness. But the emergence of digital has challenged the media type tailored approach. Multiscreen campaigns need new media currencies – or at least compatible approaches. This tasks becomes even more challenging where one2many meets one2one. DooH/Public Video is at the center-stage of this development. Online Video metrics and measurements need to be adapted to public video.
In Europe this development has been hampered by existing out-of-home players as they were defending their static assets. The majority of the DooH market players have not been in the financial position to establish dedicated and/or multiscreen research standards.