OUT OF HOME, REFRAMED
Out of Home enters 2026 with a new level of accountability and strategic clarity. The relaunch of JNOR introduces a more robust and transparent measurement framework, aligning OOH with modern, audience-first planning principles. At the same time, continued digitisation across public and retail environments is narrowing the gap between OOH and in-store media, with both benefiting from improved data, measurability and integration into omnichannel strategies. Together, these shifts position OOH as a high-impact, scalable channel that is better equipped to prove value in a performance-led investment environment.
JNOR 2026, A New Era of Accountability for OOH
The relaunch of JNOR in 2026 marks an important milestone for Out of Home measurement in Ireland. While JNOR has long provided the industry with a credible and trusted audience framework, this update represents the most significant evolution of the system in over a decade. It arrives at a time when OOH has regained momentum post-Covid, with growing advertiser confidence, increased investment and continued expansion of digital formats. Built in partnership with IPSOS, incorporating improved mobility data, visibility modelling and integrated reporting, the new JNOR provides a robust platform for planning and accountability, in line with OOH measurement systems in other markets across the world.
Impacts remain at the heart of JNOR and are not new to OOH. They have existed for many years as the core measure of exposure. What changes in 2026 is how effectively they can be used in practice. The updated JNOR strengthens Impacts as a practical planning currency, giving advertisers a clearer and more consistent view of who is reached, how often they are exposed, and the environments in which that exposure takes place.
This improvement is driven by stronger data foundations across the system. An updated consumer travel survey captures more contemporary movement patterns through cities, transport hubs, retail locations and commuter routes, providing a more accurate reflection of how people encounter OOH in daily life. This is particularly important in a post-pandemic context, where mobility behaviours have shifted and older assumptions are less reliable.
A key structural change within the relaunch is the full integration of Digital Out of Home. Previously, DOOH sat somewhat separately from traditional OOH within measurement and planning. In 2026, classic and digital formats are assessed together within a single, unified framework. This allows advertisers to plan and evaluate reach and frequency across the full OOH mix more consistently, while also introducing greater accountability for dynamic and programmatic digital executions.
Together, these changes move OOH planning away from reliance on static site audiences and broad assumptions, and towards a more realistic view of real-world exposure. While OOH and television operate differently in practice, the underlying planning logic is now more closely aligned, with performance assessed through delivered audience exposure rather than placement alone.
This renewed focus on accountability is timely. Since its pre-Covid resurgence, Out of Home has been one of the strongest-performing traditional media channels. Until now, it could be argued that the depth and frequency of OOH research have not fully matched the level of investment flowing into the medium. The updated JNOR helps close that gap.
For advertisers, the implications are clear. Stronger measurement enables more confident planning, improved control of reach and frequency, and greater clarity on campaign delivery. It also strengthens the case for continued investment in OOH, particularly in digital formats, supporting the next phase of growth for the medium.
