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BRO Next
BRO Next is the revamped outdoor advertising research that helps media experts and advertisers accurately measure the reach and impact of Out of Home campaigns.
What is BRO Next?
BRO Next is the outdoor advertising reach survey introduced on 21 March 2024 by JIC BRO. This survey provides a detailed insight into the reach and effectiveness of both analogue and digital outdoor advertising campaigns. It replaces the previous survey and introduces improvements with finer-grained data and more frequent updates.
These four data sources make BRO Next unique
BRO Next consists of a combination of the following four data sources.
Dutch Relocation Panel (NVP)
This panel continuously tracks the movements of at least 7,000 respondents via a mobile app. This determines who moves where and when.
Mobility spectrum
A traffic model based on 30 data sources, including GPS, OV information and bicycle counts, that predicts the intensity of traffic (car, bicycle, pedestrians and public transport) to the nearest 20 metres per hour.
Object data from operators
Data on more than 60,000 advertising objects such as size, location, height, viewing angle and illumination duration. This information is essential for modelling visibility and impact.
Visibility assessment (VAC)
Via eye-tracking was used to determine which objects are actually noticed. This provides a Visually Adjusted Contact (VAC) value, crucial for calculating the realistic probability of an ad being seen.
Future outlook
BRO Next marks a significant advance in measuring outdoor advertising effectiveness. With continuous updates and improvements, the survey continues to evolve, allowing the outdoor advertising industry to better respond to the needs of advertisers and consumers.
The reach survey is conducted by a collaboration of Dat.mobility, Ipsos OOH and ISBA, under the supervision of JIC BRO. This collaboration ensures a reliable and detailed measurement of outdoor advertising reach in the Netherlands. For more information, visit the BRO Next website.