Publisher’s Note:
We received the Geopath announcement today which is shown below. There is a huge sea change about to occur in OOH measurement should these MRC-proposed standards be accepted. You should be aware of the proposal’s content and understand its consequences if accepted by the MRC. According to many in the Industry we have spoken with, there is a classic struggle between light and dark for OOH. Sounds dramatic I know. According to sources, if accepted, the consequences will set the OOH Industry back 20 years. We can not verify that is the case, however, we can strongly recommend every OOH Owner, brand and agency take the time to read the draft and comment to the MRC before the December 18 deadline. Geopath has not asked OOH Today for comment nor have we yet discussed with them the implications of the MRC proposed standards. Significant numbers of OOH experts are saying this MRC proposal could be fatal for the Industry’s measurement reputation and believability. Others in favor of the MRC proposal, are suggesting the opposite. Do not depend on others to seal your fate with regard to OOH measurement. If you are unsure of what the proposed standards mean for you, we recommend contacting Geopath today.
Dear Geopath Member:
A quick reminder that the deadline to share your feedback with the Media Rating Council (MRC) regarding the proposed standards for measuring Out of Home audiences is rapidly approaching.
Hopefully, by now, you have reviewed the draft version of the MRC proposal. If you have any questions, suggestions, or constructive feedback, we urge you to email the MRC directly before the public comment period closes on Monday, December 18th.
It is important that, at the end of this process, the new MRC standards include metrics, terms, and definitions that are clear and unambiguous across all media channels. Your feedback to the MRC will help to establish the high-quality, cross-media measurement consistency that will benefit the entire OOH industry.
Members can provide comment to the MRC directly by email at mrcstandards@mediaratingcouncil.org.
As always, you can reach out to us at geekOUT@geopath.org with any questions.
Geopath is terrible. They take longer than any company in history to service their clients, and they really do not care about anyone.
That’s very critical Seymour Roas. Care to share more in an interview with OOH Today to back that up? Billboard@oohtoday.com