Addressing fraud concerns, OOH specific creative, and how billboards have evolved. A weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending September 7, 2024.
1. Fraud Concerns in DOOH
Some believe that fraud has entered the Out-of-Home (OOH) industry due to Digital Out-of-Home (DOOH) and programmatic advertising, with concerns about ads not being displayed as promised or inventory not matching expectations. Vistar Media‘s verification process helps establish quality control.
Ian Dallimore, Vice President of Digital Growth and Programmatic GM at Lamar, thinks verifications should be made mandatory, and that suppliers should be given time limits to fix any issues with their inventory.
B.B.’s Take: There is a great deal to figure out here. How to verify being the first important factor. Clearly defining issues. Cost to verify. Who verifies? Independent third party or other? These are all answerable issues. Time to work the solutions out.
2. Why designing creative specific for out of home should be seen as an investment, not a cost!
In this article by OOHMAA CEO Natasha O’Connor, you’ll learn why advertisers should design creative specifically for Out-of-Home.
Forty-one percent of a campaign’s ROI depends on the creative. It’s the ultimate creative stage, with limitless possibilities to deliver messages to audiences. But messages must be distilled to their purest form to be easily understood and remembered by busy people on the go.
Though OOH-specific campaigns may have additional upfront costs, viewing it as an investment instead of an expense will help you drive long-term business growth.
B.B.’s Take: Nothing new here. Kudos to Natasha O’Connor for reminding us all what is OOH 1.1. Creative is arguably the most important element to OOH success.
3. Building the Billboards: How the Hardware of OOH Has Evolved
Sally Peay, Marketing Specialist at OUTFRONT shares the history of billboard hardware. She reflects on the labor-intensive methods of the past, when billboards were hand-painted on panels. Technology has streamlined the process of putting up billboards so that now it only takes days instead of weeks.
Though billboard production and installation have become easier, the end result is still impactful. It still captures consumers’ attention and inspires them to take action.
B.B.’s Take: If you were not aware of how billboards were painted and installed in the past this is a wonderful summary of ‘how it used to be done’. Kudos to Sally Peay on her historical recitation of OOH’s production processes.
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