Audience
Measurement

audience measurement out of home advertisementaudience measurement out of home advertisement
Reach Audiences IRL.

OUTFRONT is Powered by Audiences. “PBA” is our data-driven approach to uniting audiences with OOH to enhance the value of location and creativity.

From planning and measurement to attribution, we use a data-driven approach to recommend audiences, discover insights and provide accountability to help drive our clients’ businesses forward.

90%

Of all Marketers 
(big & small) have adopted an audience-based planning strategy.

Source
VIDEO ADVERTISING
BUREAU (VAB) (2018)

13K+

OUTFRONT 
leverages best in class audience providers, including Acxiom & Claritas, with access to over 13K+ audiences for targeting OOH.

Source
OUTFRONT, 2025

34%

Digital OOH (DOOH) 
accounts for 34% of total OOH ad spend, in part due to its flexible targeting and dynamic capabilities.

Source
EMARKETER, 2024

Campaign Planning

OUTFRONT’s audience-based planning approach is agnostic, nimble and best-in-class. We utilize both our proprietary DMP, smartSCOUT™, as well as industry leaders such as Geopath and StreetMetrics to develop strategic and effective ad campaigns.

audience measurement out of home advertisement

StreetMetrics

Providing Dynamic Bus Measurement to the OOH Industry

 

StreetMetrics is an independent 3rd party measurement and attribution provider dedicated to the Moving Out of Home (MOOH) advertising industry.

smartscout out of home advertisement

smartSCOUT™

 

Leveraging Location Data to Understand Audiences

 

OUTFRONT’s proprietary data platform combines audiences with aggregated, anonymized location data to determine audience metrics for OUTFRONT inventory.

geopath out of home advertisement

Geopath

The Industry’s Common Currency for OOH Measurement

 

Geopath leverages historical, annualized data to calculate key media metrics across a large variety of OOH inventory. Their proprietary solution leverages GPS data from vehicles and opt-in geo-location data from mobile devices to determine the reach and impact of ad campaigns.