This study unites all three Baltic countries in a collaborative effort. Led by the Outdoor Technical Committee, comprising representatives from advertisers, media agencies, and media owner JCDecaux, Outdoor Impact 2.0 is set to redefine how outdoor advertising is planned and measured in the region.
Transparent Collaboration for Industry Excellence
Audience measurement and planning system Outdoor Impact 2.0, launched in all three Baltic Countries in September, aligns with Global OOH Audience Measurement Guidelines. Guided by the Technical Committee, a decisive forum led by representatives from advertisers and media agencies in the Baltic countries, the study focuses on delivering accurate and credible audience data.
The system encompasses information on over 5500 advertising panels across the Baltics, providing media agencies with a robust platform to calculate contact volumes, reach, and frequency for different cities and formats.
Utilizing Visibility Adjusted Contacts (VAC), the system evaluates the unique visibility conditions for each advertising panel, enhancing the precision of audience calculations. Furthermore, travel habit studies contributed to breaking down contact volumes into reach and frequency within the target demographic.
Janis Pencis "Publicis Groupe" Managing Director, Outdoor Impact 2.0 REPRESENTATIVE OF THE TECHNICAL COMMITTEE, GETTING READY WITH THE PROJECT PLAN AND METHODOLOGY, said:
"I highly value JCDecaux’s initiative to update the data and improve Outdoor Impact methodology, so that we would have available up-to-date and precise data about the outdoor advertisement opportunities in the Baltics. In future I expect that there will be data available not only for the planned contacts, but also for a specific campaign’s real contacts and audience."

Setting Global Standards for Accuracy and Credibility
The system aims to become an industry benchmark, offering transparency and openness to all Baltic OOH market players, facilitating effective campaign planning.
The new Outdoor Impact 2.0 system introduces map updates, new traffic flow data, and improved
Four Pillars of Outdoor Impact 2.0 Study:
• Travel Survey: Conducted from November 2023 to May 2024, covering key Baltic cities.
• Traffic Counts: Comprehensive data on various traffic types.
• Inventory & Panel Classification: Detailed information on static panels and digital screens.
• Visibility Study: Employing ROUTE methodology to enhance visibility insights.
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Key Features of New Audience Measurement System:
• Updated and in-depth information on 5000+ advertising panels
• New travel data for all types of traffic, including detailed calculations for cars, public transportation, cyclists, and pedestrians
• Advanced calculation methodology for both static advertising panels and digital screens
• Verification of data by independent Outdoor Technical Committee
• Partnership with Ipsos OOH, a global leader in OOH audience measurement and Nielsen IQ, an international research company responsible for the Travel Survey studies.
Outdoor Impact 2.0 Study is a commitment to setting new industry benchmarks, ensuring accuracy, transparency, and excellence in outdoor advertising measurement.