How Geopath can be fixed, Europe is beating US, ensuring inclusive ads, and raising awareness of STDs in seniors. A weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending October 19, 2024.
1. Keep Geopath, But Make It Different —A Step By Step Guide
In this op-ed by Jeff Casper, he says that it’s no secret that Geopath’s OOH measurement system is in turmoil. Leadership changes quickly. Its data output is inaccurate. The organization has been criticized in many ways. But Casper says that despite its issues, Geopath is valuable for its position as a forum for discussion and decision-making on data and measurement, and as an independent auditor. The industry also needs direction on calculating media metrics, and Geopath still has ownership over OOH attention metrics (VAI), which are a great selling point and a way to compete against other media that struggle in this area.
B.B.’s Take: We agree with the overall message by Jeff Casper, “Keep Geopath but under new rules”. As for the editorialized opinions, not so much. I was so hoping, as were a few others, to see Jeff at the DPAA event last week to discuss some of the points he made. It would been courageous act for Jeff to appear at the event. Backing up his story with an appearance would have said volumes. Perhaps we will see him at the next OOH event. Regardless, we think he made some valid points and appreciate the submission. We look forward to more.
2. Europe has Overtaken North America in Terms of OOH Revenue
B.B.’s Take: I, among many I spoke with at the DPAA, sure would like to see those numbers showing Europe over taking US in OOH Revenue. And “one of the key reasons is an increased emphasis on effective creativity,” really? Creativity? That is a subjective argument if there ever was one. The inference is that OOH creativity is stronger than that of the US? I appreciate the headlines coming out of WOO attributed to President Tom Goddard.
3. Sexually Transmitted Diseases Are Timeless
AIDS Healthcare Foundation is known for addressing sensitive topics with humor to raise awareness of free STD-checking resources. Their latest OOH campaign, in partnership with billups targets senior citizens. It reminds us that STDs can strike at any age and that AHF’s resources are for older demographics as well as younger ones.
AHF wants to remind the public that STDs can occur at any age and to encourage anyone having sex to use condoms, practice safer sex, and get tested regularly regardless of symptoms.
B.B.’s Take: As a senior citizen mentioned to me when he read this story; “Worrying about catching STD’s at my age? If I am unable to use protection, I’ll take the chance. There are not a lot of opportunities or years left for me with ‘casual sex’. I’ll tale the risk.” We’ll so much for heeding the warnings.