ABA Brazil publishes guidance on OOH metrics

The Brazilian Association of Advertisers (ABA) has launched the “ABA OOH Metrics Guide” available in both English and Portuguese.

Developed in partnership with MapaOOH, a local OOH association, the new guidance provides an overview of global best practices and methodologies on OOH audience measurement. This follows a 2023 study conducted by Kantar IBOPE Media which found that OOH is the second most consumed media in Brazil, reaching 89% of the population.

This document offers a comprehensive analysis of OOH audience fundamentals, from basic concepts to advanced technological solutions for measurement. It is designed for both media planners and buyers, offering guidelines to help brands maximise the impact of OOH advertising campaigns.

The ABA guide is supported by several global and local brands and industry partners, including Heineken, Clear Channel and JCDecaux.

The guide is publicly available in English and Portuguese, with an infographic on the five fundamentals of OOH metrics in English here. You will also find an overview of all recent guides published by ABA for the Brazilian ad industry here.

For more information, contact ABA.