Nielsen has been commissioned by four of the major outdoor (or OOH) media players to provide outdoor audience measurement. The four are MediaCorp OOH Media, Clear Channel Singapore, Moove Media and SMRT. While this group does not include some other strong players, it is a good start and this move will be welcomed by the ad agencies and advertisers who can now make bookings with more insights into the effectiveness of the outdoor media.

“Out-of-Home is an important component in any companies’ total advertising mix. Until recently, the lack of a common set of trusted metrics on the effectiveness of this media posed a challenge to marketers in Singapore as they could not have any visibility into the effectiveness of advertising via this media,” said Rebecca Tan, Managing Director, Media Industry Group (Singapore and Malaysia) at Nielsen.

Nielsen estimate that advertisers spent US$187.6 million in outdoor advertising in 2011, up 29% compared to five years ago. For the first six months of 2012, the outdoor advertising spend in Singapore was US$106.4 million.