The OOH advertising tool will use attention metrics and analyse the decision-making process of consumers to provide diagnostics such as sales predictive performance indicators.

OOH also includes a range of adaptable service options, which can be tailored to meet advertisers’ timing, budget and business requirements.

OOH is available on the Ipsos.Digital Platform, as part of the Creative|Spark suite of creative assessment tools, and is initially launching in the US, UK, France, Germany and Italy.

The tool will also be released globally through client service teams, with digital capabilities rolled out across more countries in 2024.

Shaun Dix, global leader of creative excellence at Ipsos, said: “OOH advertising presents a compelling opportunity for brands to connect with their target audience in a dynamic, cost effective and impactful manner, and remains a powerful channel
to engage consumers.

“Ipsos’ latest creative research shows that distinctive product assets in OOH advertising can fuel brand growth by 61%. The launch of Ipsos’ OOH advertising solution will enable advertisers worldwide to harness the full potential of this often-untapped medium.”