Do We Deserve Better?
Here are a few comments which are representative of the many calls and conversations we have been listening to since the appearance of the story.
There are more comments to share regarding Daniel Wilkin’s post. Most of them via our LinkedIn page here ⇒linkedin.com/in/oohdoctor
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T.C OOH Owner
“Who are the members of Geopath’s Executive Committee?
It sounds to me like one of my Dad’s favorite expressions. ‘The fox is guarding the hen house!’ Daniel Wilkins nailed it!”
T.G. OOH Owner
“Well said Daniel.”
E.C. from the Agency side and Industry recognized OOH Measurement Expert had a great deal to say about the subject matter as E. has been training and teaching media to the OOH Industry, specifically to OOH Owners, at the behest of the OOH Associations, for over 15 years. When the Owners need an expert they call on E.C. I have sat in a number of the sessions myself. EC knows OOH currency and measurement as well as anyone and better than most in the out of home Industry.
“Daniel…I could not agree more with your viewpoint. This unilateral decision on OAAA’s part is very concerning and in my opinion takes us backwards as an industry. Yes there is a large issue in the way it has been handled and that alone should be raising alarm bells across OOH planners/buyers and our clients. But we can’t skirt the issue that OTS is a less rigorous and inflated “currency” As clients continue to demand more precise measurement, this drive back to OTS makes no sense. Yes we need more detailed impressions that account for changes in mobility patterns but OTS doesn’t do that. It just creates higher impressions counts that clients will once again discount and question. Reach/Frequency models will not make any sense and the benefit for MMM/MTA is questionable. How can almost double the impression show effectiveness? It will, in fact, do the opposite.
I have spent 15+ years training and teaching media concepts working with Geopath AND the OAAA. To your point, there was a consensus, a partnering to move our industry forward. This latest development is not only a misstep but it greatly disparages the work previously done to bring OOH measurement into the present and ultimately into the future.”
Media Expert, T.J. who has been very active in responding to the latest OAAA Measurement Guidelines, shared these comments
Finally a media agency Founder willing to speak out. The silence from agencies and advertisers regarding OAAA’s recent moves and their handling has been deafening. Time you were on the GeoPath Board. Maybe AGENCY672 can help save OOH from itself?
As a reminder, my technical assessment of the OAAA Guidelines devaluing OOH’s currency as reported in OOH Today and Media Post was, “… atrociously written, muddled, and flawed document generally ignores the Advertising Research Foundation’s long-established “Media Model,” as well as ESOMAR’s Global Guidelines. It includes various new bizarre terms, such as “viewshed!” Are you kidding me? This construct is known and established as “Viewability Zone.”
And while I love your tongue in cheek “OTC” for “Opportunities-to-See” it is usually is referred to as OTS of course.”
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