Billie Media leads the way in human verified quality metrics for DOOH

Billie Media is set to change the local Digital Out of Home (DOOH) landscape this year with a new tool designed to measure overall quality of digital billboard sites around the country.

With DOOH having rebounded to pre-Covid revenue levels, the proliferation of digital large format billboards in particular has been huge. In fact, in 2022 alone, multiple suppliers grew their digital billboard portfolio by +25 percent. As well as the increased opportunity for brands to connect with audiences, suppliers are building out their portfolio of sites in order to gain market share, and land-owners have discovered an opportunity to drive additional revenue on premise with virtually any empty building space being able to house a digital site.

But with so many new sites going into the ground, quality and visibility varies drastically – and current algorithms, along with site cards, don’t give the full picture. As the DOOH market begins to reach a saturation point with the number of sites on offer, human verification of site quality is going to be crucial. 

Late last year, Ben and Ro at Billie Media set off on a road trip around New Zealand to get a visual on the plethora of new and existing sites – and they’ve channelled their findings into a ground-breaking new tool, the Billie Media Index (BMI), set to be released later this year.

The new tool will assess every single digital billboard in New Zealand to measure overall quality against key viewability and quality metrics including location, line of sight, potential obstructions, screen quality and more.

The team at Billie are already drawing from their findings to help Australian clients who are buying media in NZ.

“Where we’ve previously relied on algorithms to understand a site’s visual metrics, now we’ll have a true, human verified assessment of every DLF site in New Zealand. It’s a really exciting development for us, our clients, and the channel in NZ,” says Billie Media Co-Founder, Ben Poole.

“It is a key step forward to change the conversation with clients around the importance of visibility and how that relates to true audience and brand metric delivery.”

The post Billie Media leads the way in human verified quality metrics for DOOH appeared first on stoppress.co.nz.

stoppress.co.nz