ASPACE today announced the publication of a joint research study conducted together with Unibet and OMD Sweden, examining how out of home advertising performs when measured against real, verified attention rather than theoretical reach. Using ASPACE Vision™, ASPACE’s proprietary AI, 3D sensor technology, the study moved beyond traditional industry estimates to capture actual exposures in the physical world across a live Unibet campaign. The results made one thing clear: when outdoor advertising is measured the way digital is measured, it holds up to that standard.
For decades, out of home has carried a structural disadvantage in the media plan. While digital channels have become defined by precision, with verified impressions, attention metrics and real-time reporting. Outdoor has continued to rely on theoretical reach models built from traffic counts and audience assumptions. That gap has not gone unnoticed by advertisers. As media planning has become more accountable, the pressure on out of home to prove what it actually delivers has grown year over year. The Unibet × OMD × ASPACE study was designed to close that gap with verifiable data, not in a controlled lab environment, but in the conditions where the medium is actually bought and sold.
The findings demonstrate that when measurement infrastructure is built specifically for the physical environment, the results consistently outperform what theoretical models would predict. The study delivered a clear set of verified KPIs across the campaign window, including real exposures, attention duration and audience composition. Giving Unibet and OMD a level of transparency on out of home that has historically only been available in digital channels. For media planners, that shift changes the conversation. Out of home is no longer the channel you allocate to for reach and accept on faith. It is a channel where performance can be evaluated against the same standards as the rest of the plan.
The broader implication of the study is bigger than any single campaign. It points to a category at an inflection point, one where the tools to make outdoor advertising fully accountable now exist and where the brands and agencies adopting them early will set the benchmark for everyone else. Privacy by Design, real-time and grounded in verified attention rather than estimated traffic: that is the standard digital has trained advertisers to expect and the standard ASPACE has spent years building toward for the physical world. The Unibet and OMD teams were willing to put that thesis into practice with a live campaign and the data justified the bet.
A particular thank you to Aydan Mahshid, Raúl Valencia López and Jesper Cederäng, whose forward-thinking work made the study possible. Collaborations like this one are how industry standards actually shift, not through abstract debate, but through advertisers, agencies and measurement partners committing to test new approaches together and publish what they find. We’re proud of what the study demonstrates.
ASPACE is a Stockholm-based adtech company specialising in Privacy by Design, AI-powered audience measurement for DOOH and in-store Retail Media. ASPACE Vision™ is deployed across out-of-home and retail environments in Sweden and internationally, providing real-time, verified campaign data through the FACIT analytics platform.
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