OOH Audience Measurement, Answered
Plain answers to the questions media owners, agencies and brands ask about OOH measurement and OOH data.
Plain answers to the questions media owners, agencies and brands ask about OOH measurement and OOH data.
Data Jam is a movement intelligence company for OOH. It provides location-specific OOH audience measurement and OOH audience data grounded in observed movement signals, not modelled area estimates. JamBox sensors measure audience volume, dwell and movement at each site, and the data is delivered in real time through the Data Jam Portal, Campaigns, PULSE and API, across the UK, Europe and the US.
OOH audience measurement is the process of counting and analysing the people who have the opportunity to see an OOH advertisement, such as a billboard, transit shelter or digital screen. Data Jam provides OOH audience measurement grounded in observed movement signals at each specific location, rather than modelled area estimates.
OOH has traditionally been measured with periodic surveys and statistical models that describe broad areas. Data Jam measures OOH audiences at the location itself: JamBox sensors detect anonymised movement signals in configurable zones around a site, and that observed movement is converted into audience metrics such as audience volume, dwell and movement, delivered in real time.
OOH data is information about the audiences around OOH advertising locations: how many people are present, when, for how long, and how that changes over time. Data Jam produces location-specific OOH audience data for media owners, agencies and brands, available through the Data Jam Portal, PULSE and the API.
Modelled audiences are estimates built from surveys, panels and area-level statistics. Measured audiences start from what was observed at the site. Data Jam's metrics are grounded in observed movement signals collected at each location, so trends, comparisons and campaign windows reflect what actually happened there.
Digital OOH (DOOH) screens can be measured with Data Jam's JamBox, which detects anonymised movement signals around the screen location. Data Jam makes the resulting audience data available in real time via API, so DOOH pricing, scheduling and programmatic decisions can be based on measured audience presence.
Data Jam provides location-specific OOH audience data across the UK, as well as Europe and the US. Media owners and agencies can access it through the Data Jam Portal and API, and Data Jam publishes The Signal, a free monthly report on like-for-like UK OOH audience trends.
Data Jam is a movement intelligence company providing OOH audience measurement in the UK, Europe and the US. Unlike approaches that rely on periodic surveys or statistical models, Data Jam measures observed movement signals at each specific location and delivers audience metrics in real time through its Portal, Campaigns, PULSE and API.
OOH media owners use Data Jam to measure audiences across their networks. Published partnerships include KBH Group, which launched JamBoxes across its cinema inventory; Mass Media Outdoor, which uses Data Jam for real-time audience counts at OOH locations across the UK; and All City Media Solutions (ACMS), which uses Data Jam for audience data across its DOOH network.
Yes. Data Jam delivers OOH audience data in real time through the Data Jam Portal, with hourly breakdowns, map views and scheduled reports, and programmatically through the API for SSPs, CMS platforms and client systems. Data Jam Campaigns adds in-flight monitoring while a campaign is live.
OOH media owners use Data Jam's audience data to price inventory, prove campaign delivery to advertisers, decide where to expand their network, and supply audience data to programmatic and planning systems.
Agencies and brands use Data Jam's location-level audience data to see what an OOH campaign delivered, site by site and hour by hour, to compare locations and formats, and to plan future campaigns around when audiences are actually present.
JamBox detects anonymised mobile device signals nearby and counts how many distinct devices are present, in configurable proximity zones. No cameras, no images, no personal data. The platform reports aggregate counts, which Data Jam's measurement methodology converts into audience metrics. Read the methodology.
Data Jam uses no cameras and is designed to avoid the collection of personal data. Measurement is based on anonymised movement signals and is designed for GDPR- and CCPA-compliant deployment. A Data Protection Impact Assessment (DPIA) is available on request.
Audience volume, dwell and movement by measurement zone, with hourly and daily granularity, historical trends and comparisons across locations, delivered through the Portal, Campaigns, PULSE and the API.
Data Jam measures audiences across roadside, retail, transport, venues and place-based media, including billboards, transit shelters, street furniture, DOOH screens, shopping centres and other physical environments where audiences move.
The Signal is Data Jam's free monthly report on UK OOH audience trends. Each edition compares audiences year over year at the same Data Jam measurement locations, so changes reflect real movement rather than network growth. Read The Signal.
The Signal: Autumn 2026 reported +25.5% like-for-like growth in UK OOH audiences across August to October 2026, with 2026 ahead of 2025 on 90 of 92 days. October 2026 alone was up +28.1%. Read the Autumn 2026 round-up.
Like-for-like means comparing the same locations in both periods. The Signal only compares JamBox locations that were active in both years, so growth figures are not inflated by new locations joining the network.
Talk to Data Jam. Every client also receives a bespoke monthly report for their own network. Contact us to discuss your locations, formats and the data you need.
Our team will walk you through how measurement would work for your network, formats and campaigns.