Observed Signal · Nov 3, 2026 · Product Launch · Source: IDOOH · Impact: 2/5
Nicht jeder Kontakt zählt gleich
Weischer.OOH has introduced the W.OOH Attention Index to measure and compare contact quality across more than 315,000 outdoor advertising locations. The index combines eye-tracking survival curves with mobility, traffic mix, format, and contextual location data to model expected viewing duration. In an interview published by IDOOH, Jonathan Fante detailed how the metric supplements traditional reach metrics and invited industry stakeholders to collaborate on a broader standard.
Shifting the evaluation of Out-of-Home media from simple gross reach to modeled attention duration allows media planners to evaluate contact quality and justify pricing across diverse physical and digital formats.
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Key Takeaways & Evidence Grounding
- The W.OOH Attention Index models individual attention scores for more than 315,000 advertising locations.
- The model integrates eye-tracking survival curves with format, location, mobility, and traffic mix parameters to calculate expected viewing duration.
- A Hamburg sample calculation showed an analog billboard on an arterial road reaching an index score of 82.2, compared to 128.9 for a digital CLP at the Altona train station.
- Weischer.OOH seeks collaboration with marketers, agencies, advertisers, and industry associations to establish an industry-wide attention standard.
Connected Companies & Entities
1 Entity mapped“Industry platform hosting and publishing the interview regarding the Attention Index.”
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