The Media Rating Council (MRC) held its annual board of directors meeting in December, and the following members have been appointed to serve on MRC’s Executi
There’s a new player in traffic metrics in out-of-home media, and it’s using satellites to count cars passing billboards.
Spanish company Cuende, which specializes in OOH measurement, launched a platform in the U.S. on Monday called MetricOOH. The tool uses satellite imagery to assess all traffic in a given zone, of up to 3,500 square miles then feeds it into machine learning technology to count the number of vehicles passing a given billboard. It ultimately determines which billboard locations are most valuable based on the propensity of the vehicles going past.
Daniel Cuende, MetricOOH’s manager, said the company today is announcing its first American client, the Independent Billboard Operators, aka IBOUSA. IBO is a cooperative of small OOH companies that include 90,000 rural and regional signs (both digital and static) in 170 markets across the middle of the country.