In this session...
Our session will open a conversation about how mobility is reshaping the way we understand and measure exposure and attention across the OOH ecosystem. We’ll explore the challenges and new opportunities emerging in OOH measurement — combining methodological innovation with a global perspective on how brands can truly capture attention in motion.
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As audiences become increasingly mobile, understanding how attention works beyond the static screen has become one of the biggest challenges in advertising. This session explores how mobility is reshaping exposure, engagement, and measurement across the Out of Home (OOH) ecosystem.
Through insights from joint studies between OLA Media and Comscore, we’ll dive into how new methodologies can capture the real impact of OOH — from brand recall to intent — revealing what happens when people encounter messages in motion.
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What You'll Learn from This Session...
- Attention isn’t bought — it’s earned. In today’s fragmented landscape, media must prove active attention, not just exposure.
- OOH is evolving from presence to participation. Mobility transforms passive reach into measurable, interactive moments with audiences on the move.
- Measuring attention is both possible and essential. Emerging methodologies now validate how out-of-home media drives real impact on brand recall and purchase intent.
- OOH and mobility are stronger together. Combining street-level impact with in-ride engagement amplifies brand association and effectiveness.
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