Comscore Expands in Out-of-Home Ad Market

Comscore joined the Out of Home Advertising Association of America and trade marketing association DPAA, as it adds OOH measurement to its cross-platform product offerings. More than $9 billion is projected for OOH ad spending in coming years, it said Wednesday, citing plans to measure outdoor advertising platforms, cinema and place-based distribution including retail spaces, stadiums, office buildings and transportation hubs. OOH adds to Comscore audience insights across linear TV, over-the-top video, desktop, mobile and cinema “when America is starting to go out of home again,” said CEO Bill Livek.