The company plans to measure outdoor advertising platforms, cinema and distribution including retail spaces, stadiums, office buildings and transport hubs.

Executive vice-president Gary Warech is leading Comscore’s out-of-home plans. He recently led the company’s brand direct, brand tracking, pharma and branded content businesses.

Comscore’s audience data services currently cover linear TV, over-the-top, desktop, mobile and cinema. 

Bill Livek, chief executive, Comscore, said: "The addition of out-of-home measurement is a natural extension of Comscore's impressions-based currency."

Andy Sriubas, chief commercial officer at outdoor media company Outfront Media, said: "It is time for out-of-home to take its rightful place beside digital, mobile, TV and OTT on the agency desk, through cross-media comparative value measurements."