The 11th DOOH (Digital Out Of Home) Forum, organized by

 Periódico PublicidAD and held at Cines Callao City Lights, brought together some of the industry's leading professionals to discuss the present and future of digital out-of-home advertising. Throughout the event, topics such as the evolution of programmatic buying, the role of data, creativity, automation, and, most notably, one of the medium’s biggest outstanding challenges—the standardization of measurement—were discussed.

Within this context, Roundtable 2, "The Long Road to Standardizing Out-of-Home Measurement," moderated by Fernando Montañés, Head of Research at La FEDE, brought together representatives from agencies, media owners, and technology companies to explore how a common measurement framework can be developed to fully integrate DOOH into multimedia planning.

One of the participants was Rubén Fernández, Client Service Director & Trading Manager at Mediaplus Alma, whose contributions focused on the need for measurement to move beyond being an issue addressed by individual operators and become a shared standard across the entire industry.

From the outset of the discussion, Fernández argued that standardization is achievable, pointing out that other markets have already demonstrated that a common model can be established:

It can be done. On the more programmatic side, the issue of DPs is relatively straightforward, but aligning direct buying is more complex. If we look at other countries, such as the United States, there are already models where this methodology has been standardized and, in a way, all providers operate under the same umbrella.

In line with this view, he stressed that data should be a collective asset serving the market as a whole, rather than individual interests:

This is data for the industry. It does not belong to the media owner, the agency, or the advertiser.

Another issue he highlighted was how the lack of metrics comparable with those of other channels can hinder the medium’s growth:

Not having measurement metrics that are comparable with those of other media can sometimes become a barrier.

For Fernández, having a standardized measurement framework will enable out-of-home advertising to better demonstrate its contribution to communication strategies while improving every stage of campaign execution:

Measurement is key for planning, activation, and both pre- and post-campaign evaluation.

Toward the end of the discussion, he offered a broader reflection on the evolution of the out-of-home sector, arguing that several distinct realities now coexist under a single category:

I believe it is essential to recognize that we actually have three media in one. The first is traditional static out-of-home; then there is digital out-of-home; and finally, programmatic. The important thing is to identify them as three distinct media environments so that each client can choose the one that best aligns with their objectives.

When asked about the timeline for achieving a common measurement model, Fernández offered a realistic assessment. He acknowledged that the process will require time, technological investment, and, above all, consensus among all market stakeholders:

In the short term, I would say no. We are still a long way from that point. A great deal of technology is emerging, and advertising is no exception. The willingness is there, but there is still a long road ahead.

The roundtable concluded with an idea shared by all participants: the growth of DOOH depends on establishing a transparent, agreed-upon measurement framework that is comparable with those used across other media channels. This objective was fully aligned with the broader vision of the 11th DOOH Forum, where experts agreed that the future of the medium will depend on combining technology, data, creativity, and integrated planning to generate greater value for both brands and audiences. In this context, Rubén Fernández emphasized that the technology is already in place; the next step is for the industry to move forward together toward a common standard that will support the medium’s long-term consolidation.