MÉTRICOOH Out-of-home audience measurement

20th April 2015

With the creation of the Métricooh Latam platform, Out-Of-Home companies will be able to evolve from selling locations to selling audience and create a data-driven culture that boosts the effectiveness of investment abroad and prepares the medium for digital and programmatic evolution.


MÉTRICOOH offers standard planning metrics such as GRPs, Reach and Frequency for OOH companies and media agencies.


Our system is based on Big Data Sources:

  •  Satellite images analysis

Traffic measurement calculated from satellite images provided by DigitalGlobe that scans more than 2.5 million square meters per day with high-resolution satellites. It provides detailed image up to 30 centimeters, but not only in the visible range but also in other areas of the spectrum that permit a better identification of vehicles, their type, whether they are moving or parked and the direction of the movement.

The images are automatically processed and analyzed to locate every single vehicle in the city. The huge computing power requires for car identification algorithm is only possible thanks to Cloud Computing.

Thanks to these technologies we can offer is a measurement of the universe of the city, not a sample, not a cross-section, not a representation. The identification of the positions of all the cars in a complete area allows us, not only count them, otherwise to understand the flow of traffic.

  • Surveys

Profiling and Pedestrian are obtained from a survey adapted to the most cost-effective fieldwork method in each country, in addition to satellite images and visibility zone analysis.

  • Mobile phone carrier data and apps

Depending on the country, the system is improved with millions of aggregated and anonymous location data from mobile phones provided by the main carrier company and/or app data.

  • Visibility Analysis

For every single billboard is calculated the Zone of Visibility with our international patented system that correct metrics to only the real vehicle that has Opportunity to See the panel. This Zone of Visibility analysis is applied currently to more than 250,000 panels in 4 continents.

Our Visibility Analysis process takes into account visibility factors that correct each single panel based on their own characteristics (Size, location, panel orientation, height, illumination, eccentricity, number of lanes,…) and also if a vehicle faced the panel in his way, moving from Opportunity to See to Likelihood to See,  following international standards.