Verification of outdoor advertising data in Uzbekistan: a benchmark for Central Asia

The Marketing Association of Uzbekistan (MAU) conducted an independent verification of METER’s data — OTS, reach, and impressions per advertising structure — and confirmed their accuracy for use in planning and reporting.

METER is a recognized and verified data measurement provider in Uzbekistan. The platform’s capabilities cover more than 20 countries worldwide, and in Central Asia, METER is actively working in the advertising market.

How the verification and comparison were conducted

MAU organized field observations in several cities in Uzbekistan at high-traffic locations: separate traffic counts for pedestrians, passenger vehicles, and public transport were conducted. Measurements were taken on different days and during peak hours. The collected data was then compared with METER platform data for similar parameters, screens, and periods.

The verification results confirmed the reliability of METER’s data — the match was at a practically applicable level. In only one case, the discrepancy amounted to approximately 6%, due to the influence of visitor flow from a nearby amusement park. The differences are explained by the “live” dynamics of traffic and are not systemic in nature.

What underlies METER’s data

— multi-source movement streams: anonymous data from mobile applications, telecom operators, and geolocation data on people and vehicles

— screen visibility geomodel: geometry, distance, angle, flow speed, exposure time — calculation of contact potential; METER takes into account the visibility zone of each screen and only the traffic that actually had the opportunity to see the advertising message

— temporal profiles and seasonality smoothing — METER accounts for seasonality and intra-day/week dynamics to enable more accurate assessment and data comparability

— calibration and validation: METER conducts weekly monitoring of outdoor advertising structures in the city using manual photo and video recording. Additionally, the AdCheck product allows any brand to verify its placement according to a specified address program.

The platform’s methodology is compatible with international OOH/DOOH practices — reach, frequency, OTS/OTC, GRP/TRP, post-campaign validation — so the data can be easily integrated into global reporting frameworks.

Why this matters for the market

1. Uzbekistan. A verified “anchor point” emerges: it becomes easier to calculate reach/frequency, create transparent post-buy reporting, and justify cost per contact.
   
2. Neighboring countries. When a data standard in one country is recognized by an independent association, other markets find it easier to compare figures and plan cross-border campaigns — as is common in the US and European markets.

What is METER

METER is an audience measurement platform for outdoor advertising and geoinformatics. It is an independent measurement provider with data covering more than 20 countries and active operations in Central Asia. The platform provides access to OOH/DDOH monitoring and AdCheck — verification of ad placements for past periods and in real time via an online dashboard.

Learn more about the product and submit a request for integration here.