As former president of Paramount Advertising and former chairman of OpenAP, an advanced activation platform for the convergent video marketplace enabling new currencies, Halley has a long history navigating the world of advertising measurement. The executive noted that a major goal will be connecting exposures to outcomes.

“We’re building the measurement structure to understand not just how many people saw an ad, but how that exposure contributes to things like store visits and customer acquisition, and ultimately ROI,” Halley said. “I think, importantly, that involves connecting out-of-home to the same marketing mix models and measurement frameworks that advertisers use to evaluate their other media investments.”

Halley said, though there are all sizes of players in the out-of-home marketplace, none have a stranglehold nationally, and he and Davis will look to create a better unified platform where advertisers can focus on the audiences they want to reach and buy the combination of assets that help them do that.

“These things don’t happen tomorrow. They’re going to require investment. But the opportunity is making this thing look and work within an omnichannel media strategy, and we have a very good idea of what that requires, given our histories in television,” Halley said.