Audience Measurement
Beyond Measurement Theatre: OOH Currencies That Matter
Dan Wong-Chi-Man, Global Head of the Audience Measurement Service Line at Ipsos, on why the industry's future depends on transparent, calibrated metrics — not dashboards full of dots.
Following Ipsos' recent acquisition of Seventh Decimal, the leading syndicated OOH measurement system in the Gulf Cooperation Council countries, WOO sat down with Dan Wong-Chi-Man, Global Head of the Audience Measurement Service Line at Ipsos, to explore the strategic implications of this deal and gain his perspective on the evolving landscape of out-of-home measurement. During the interview, Wong-Chi-Man shared insights into Ipsos' "people-centric" approach to measurement, his vision on measurement standardisation and industry currencies. He also explained why he believes the industry's future depends on moving beyond "measurement theatre" to deliver the transparent, calibrated metrics that advertisers truly need.
Ipsos has just acquired Seventh Decimal, the syndicated OOH measurement system in the GCC countries. What does this acquisition tell us about Ipsos' strategic priorities in the audience measurement space?
This acquisition reinforces our commitment to building the most robust, human-centric measurement capabilities in the industry. As a syndicated measurement system, Seventh Decimal brings a deep understanding of the critical role of stability, governance, and full transparency with advertisers to build currencies, alongside proven expertise in mobility-based human modelling and pioneering technology. These capabilities perfectly complement our global measurement framework.
What excites me most is how this strengthens our ability to deliver what the media industry and advertisers actually need: validated audience currencies, not just data volume. We're investing in both cutting-edge technology and expertise in standardised frameworks that address genuine commercial challenges for advertisers: reach, frequency, deduplication, and ROI measurement.
Our focus is on creating validated measurement currencies, metrics that don't just sit on a dashboard but carry the weight and rigour required to withstand market's scrutiny. Crucially, we believe in transparent, explainable methodologies and not black box approaches. We are investing in the "why" and "how" of audience behaviour, ensuring our clients have the reach, frequency, and ROI tools necessary to make confident, commercial decisions.
"We're investing in validated audience currencies — metrics that don't just sit on a dashboard but carry the weight and rigour required to withstand the market's scrutiny."
The OOH industry is experiencing rapid technological change, with many providers emphasising real-time device data. How does Ipsos differentiate its approach to OOH measurement?
We've taken a quite clear position in the market: people-centric first, not data-centric only. Our approach is underpinned by a fundamental understanding of the data that indicates human activity. While the market is flooded with promises of "real-time," our approach is "Calibrated Precision" that delivers: stability with consistent metrics that are representative of real-world human movement; granularity with data resolution that supports programmatic trading; and completeness with accurate measurement across all environments: roadside, place-based, indoor, and transit media.
This isn't about having the fastest data stream; it's about having the most credible data that reflects reality and delivering market currency that advertisers can trust, integrate with other channels, and use to optimise their investments. We focus on how to elevate OOH in the minds of brands and advertisers through a complete understanding of how OOH audiences deliver value to them.
What role does this acquisition play in Ipsos' broader growth strategy across different markets and measurement disciplines?
Today Ipsos provides the currency for $12.3 billion worth of OOH revenues traded in the world. This acquisition accelerates our vision of establishing Ipsos as the global leader in OOH cross-channel audience measurement. OOH presents unique complexities because it occurs in dynamic environments: people are moving, distracted, and influenced by weather, traffic, and countless situational factors.
By combining Seventh Decimal's market-tested geospatial and mobility modelling capabilities with our global research acumen and 50 years of audience measurement expertise at Ipsos, we're creating something distinctive: a truly integrated and strategic measurement ecosystem. This offers next-generation OOH measurement solutions that go beyond counting impressions, delivering a systemic understanding of human exposure to OOH that works consistently across markets whilst respecting local nuances. This enables us to support multinational advertisers who require comparable, reliable metrics whether they're planning campaigns in Johannesburg, London or New York.
"The challenge isn't just technical; it's methodological discipline — delivering transparency and accuracy."
How do you see the future of OOH measurement evolving, and what challenges does the industry need to address?
The OOH industry's future growth depends on building measurement systems that serve advertiser success and can demonstrate the value and performance of OOH. This is not just technological innovation but a fundamental understanding of human movement. We should not be distracted by "measurement theatre" or dashboards full of dots. Instead, we should focus on data that answers our advertisers' critical commercial questions. Am I reaching my target audience efficiently? How does OOH contribute to my overall campaign reach? Can I optimise across channels?
The challenge isn't just technical; it's methodological discipline, delivering transparency and accuracy. We need measurement that's calibrated, explainable, and designed for how advertising actually functions in practice. When we achieve that, we unlock OOH's true growth potential because advertisers can confidently invest more in a medium they can properly measure, improve, and attribute success to OOH.
What's your message to the global OOH industry about the importance of measurement standardisation and best practices?
Reliable measurement standards don't just help individual advertisers—they elevate the entire industry. When OOH measurement can be trusted, defended, and integrated with other media channels, everyone benefits. We reduce wasted spend, increase advertiser confidence, and demonstrate OOH's true value in driving commercial success.
At Ipsos, we believe in transparency, scientific rigour, and methodologies that work everywhere. Ipsos creates measurement frameworks that the whole OOH industry can rely on and build upon. The next era of OOH growth will be won by the most accurate and dependable metrics. We're committed to building that future through partnerships, innovation, and an unwavering focus on what advertisers actually need to grow their businesses.
