Compass Tech Introduces Vietnam’s First Real-Time OOH Measurement Data

After six years of pioneering Out-of-Home (OOH) advertising measurement in Vietnam, Compass Tech, a member of SJK Group, has officially launched an AI-powered camera system that measures OOH advertising effectiveness in real time. For the first time, OTC and VAC metrics for each LED screen are updated every 10 minutes, enabling brands to know exactly how many people are seeing their advertisements while campaigns are still running.

Six Years of Building the Foundation for OOH Measurement in Vietnam

Back in 2020, when most OOH advertising in Vietnam was still bought and sold based on location and subjective assessments, Compass Tech was among the pioneers investing in Computer Vision and Machine Learning technologies to measure audience traffic around advertising displays. Compass's methodology was developed in accordance with Esomar standards, using two key metrics, OTC and VAC, recognized by multinational corporations.

Building on this foundation, Compass developed an advertising location certification framework comprising 33 criteria, a 1,000-point scoring scale, and six rating levels. Each location undergoes a 14-day measurement period. Compass also regularly publishes comprehensive OOH market reports for Ho Chi Minh City, covering key roundabouts, bridges, and major intersections.

To date, Compass has measured and certified 2,000 advertising locations, serving major brands and leading global agencies.

Adopting Global Models to Introduce Real-Time Measurement for the First Time

In developed markets, OOH advertising is shifting from periodic measurement to continuous monitoring, allowing brands to track and optimize campaigns in much the same way as digital advertising. Drawing on research and insights from these systems, Compass has upgraded its methodology in accordance with the latest OOH effectiveness measurement guidelines issued by WOO (World Out of Home Organization), the global organization representing the OOH advertising industry.

For the first time, Compass has introduced a real-time measurement system. Instead of conducting a 14-day measurement period before issuing certification, AI-powered cameras are permanently installed at advertising screens to continuously count cars, motorcycles, buses, trucks, and pedestrians moving within the screen's viewing direction. These figures are then converted into OTC (Opportunity to Contact, the number of people with an opportunity to see the advertisement) and VAC (Visibility Adjusted Contact, the number of contacts adjusted for visibility). Data is updated on the dashboard every 10 minutes.

This enables brands to directly monitor how many people are passing by and how many have the opportunity to see their advertisements while campaigns are running. They can then adjust advertising time slots and optimize budgets based on actual data.

"Six years ago, we asked a simple question: How many people actually see outdoor advertisements? Today, the answer is updated every 10 minutes. Our vision is to ensure that every LED screen in Vietnam is measured as transparently as digital advertising, in accordance with the same global standards adopted by the industry worldwide." — Nguyen Kim Qui, Product Director, Compass Tech

Illustrative Data from the Nam Ky Khoi Nghia – Vo Thi Sau LED Screen

At LED screen SJK-S001 (9 × 14 m, 126 m²), located at the intersection of Nam Ky Khoi Nghia and Vo Thi Sau streets in Ho Chi Minh City, data from the past 14 days shows:

• 294,020 OTC/day: The number of people passing the advertising location each day;
• 228,807 VAC/day: The number of people with the opportunity to see the advertisement, equivalent to a visibility rate of 77.82%;
• Peak hours: 18:00–19:00; Friday recorded the highest traffic of the week.

All SJK Group LED Screens to Be Equipped with Real-Time Measurement

In the coming period, the entire SJK Group LED screen network will be equipped with electronic real-time measurement capabilities. Compass Tech is also ready to provide this system to other digital screen owners. All image data is processed anonymously directly on the device. The system only records statistical counts and does not store any personally identifiable information.

"For OOH advertising to earn the trust of brands, it must be backed by transparent data that can be measured daily, just like digital advertising. Bringing real-time measurement to our entire screen network is SJK's commitment to our clients and the market." — Nguyen Quang Nhut, CEO of SJK Group

About Compass Tech

Compass Technology Joint Stock Company (Compass Tech), a member of SJK Group, is a technology company specializing in OOH advertising measurement and management. Compass Tech applies Machine Learning and Computer Vision technologies to image analysis and traffic counting, while also providing centralized screen management solutions and the WikiOOH marketplace.