As they say, there’s power in collaboration. Kantar and SCMI are on a joint project that’s exciting the Out-Of-Home(OOH) industry as they will offer audience measurement service to know the travel patterns of consumers and their exposure to OOH. Finally, advertisers will have a research tool similar to other media such as TV. Related Link Business World: Kantar to offer outdoor advertising metrics
Update: Because of the pandemic, this project is pushed to Q1 2023.