Beyond the Wow: How Outernet is Turning Immersive Brand Moments into Measurable Impact

At Outernet, we’re not just building extraordinary spaces - we’re establishing a media proposition designed to lead, not follow. That means setting new standards for measurement, attention, and accountability.

PIAMS is Outernet's commitment to delivering above and beyond current industry norms. It combines real-time, privacy-safe audience insights that paint a clearer picture of how visitors engage, how long they dwell, and what content captures their attention.

As the UK’s No.1 busiest cultural attraction by footfall, Outernet offers a standout opportunity for brands looking to make a real-world impact. Blending audience excitement with media intrigue, it delivers impressive organic reach across social and editorial platforms.

But the opportunity doesn’t just lie in reach alone, but in a more comprehensive understanding of how the interaction and engagement across dual experiential and premium large format DOOH delivers stand out media experiences for brands.

That’s where PIAMS (Public Immersive Audience Measurement System) comes in.

PIAMS leverages advanced sensor tracking via MESHH with third party data from Virgin Media O2 to accurately track key metrics from footfall, impressions, CPM, dwell time, and demographics. Crucially, it also enables real-time and forecasted impressions across both digital OOH and experiential zones, providing unprecedented granularity and transparency to commercial partners. 

It enables brands and agencies to come away from a campaign with a completely robust data set driving campaign accountability. But, alongside this, it enables a more sophisticated way of planning to ensure that brands are connecting with the right demographics and footfall at the right time to ensure optimum media efficiencies are delivered.

PIAMS is a huge step forward for the industry, not only for more traditional digital out of home measurement, but for experiential and events too, where historically impact has been harder to measure and showcase. 

PIAMS provides 2 dashboards; one which demonstrates Real-Time Audience & Behavioural Intelligence (such as footfall, visitor patterns, dwell time all split by demographics) and the other provides Campaign Forecasting & Accountability including predictive impressions, end-of-campaign reports and dynamic visualisation of impressions over time, segmented by age, gender, and socio-economic grade. 

These insights not only prove campaign performance but also empower advertisers to optimise media planning and buying based on verified data. 

In practice, the dashboards have already delivered some powerful results. A recent experiential campaign with McCain recorded over 4.9 impressions in 4 days, with most of the audience falling into the 25-44 age group. 2.7m were ABC1 with a slight male skew recorded. The campaign delivered 2,720 plays, averaging 680 per day. The gamification element of the campaign demonstrated an average dwell time of just under 3 minutes, meaning that most visitors in the space saw or played at least one game. The system brought transparency and verified impact across a dual OOH and Experiential execution, which historically has been challenging to measure in a consistent manner 

Outernet is excited that PIAMS is helping redefine media measurement in 2025, providing advertisers with precise audience intelligence across our OOH and experiential estate. From footfall and CPM to demographic and forecast data, PIAMS turns physical engagement into measurable, tradeable media value.