Publisher’s note:
The Geopath document below shared with members only, just landed in our email yesterday afternoon. Please do not blow this announcement off as though it’s just another Geopath or tech message you can live without. Read it and read the links provided in it. You may not live happily without it. There is far-reaching decision-making occurring influenced by weighty, questionable posturing which will affect your business as OOH Provider and Purchaser. There is a great deal going on here. Much more than meets the eye. If you have an interest in the future success of OOH, I strongly urge you to read the Geopath release below and then read Dylan Mabin’s comments we posted earlier this week on the same subject. Most importantly, comment to the MRC! OOH’s future as a credible media depends on getting this correct. I am available to discuss further. Drop me an email at BillBoard@OOHToday.com to set up a call. YOU have less than two weeks! Comment to the MRC. Please act now.
For those who may not already be aware, the Media Rating Council (MRC) earlier this month released a draft version of proposed standards intended to establish common practices for measuring Out of Home audiences and a common language for measurement across media channels.
There is now less than a two-week window remaining for the industry to provide feedback before these draft standards are closed for comment. We urge you to take time now to participate in this process by sending your questions and opinions to the MRC.
For OOH, the establishment of high-quality media measurement standards, definitions, and protocols represents an opportunity for our industry to more easily integrate with cross-media buying and selling platforms and increase our share of media spend.
However, we must first ensure that any adopted terminology and metrics for measuring effectiveness and performance hold the same meaning across both the OOH industry and the broader media landscape. At the end of the process, there must be a set of well-defined metrics that are clear and unambiguous. You can read more about our thoughts on this topic in Dylan’s recent column in OOH Today.
To that end, we strongly encourage all Geopath members who have not done so already to familiarize themselves with the MRC proposal, carefully review the language and terms, and participate in the public review and comment process which is open until December 18th. Now is the time to ask questions if something is not explicitly clear, provide constructive feedback, and share opinions to ensure the MRC arrives at a final set of high-quality definitions and standards that enables clarity and consistency for measurement across all channels.
Members can provide comment to the MRC directly by email at mrcstandards@mediaratingcouncil.org.
For the most updated information related to the current metrics used by Geopath for OOH industry measurement, read our refresher materials housed within the geekOUTLibrary or reach out to us at geekOUT@geopath.org. We are happy to help!
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