OOH Metric —Average Miles Traveled Per Day
Is Average Miles Traveled Per Day a Metric Which Anyone Outside of OOH
Gives a Crap About?
According to Geopath, Average Miles Traveled Per Day(ATMTPD) is up. (which is an interesting metric, what happened to impressions as a metric?). Granted, it is a positive solution based on all the bad news we all have been suffering through since the beginning of the pandemic. Nevertheless, if it is that good, where are the sales? We know most OOH providers and agencies are suffering dearly from lack of business. And why wasn’t ATMTPD a metric discussed and touted pre-Covid?
Sure, take the up beat data and use it in your sales pitches. We’d like to see metrics which Brands find more attractive to justify spend.
Let’s keep our collective OOH measurement/data eye on the prize in usable data which is going to move the sales needle. If you are hanging your hat on Average Total Miles Traveled per day data to increase OOH buys because it’s 74% over April and has been climbing since the all time low in April, OOH revenue will continue to struggle. Let’s not manufacture or drive a narrative from this data because it suits us to do so. Brands are smart.
Below is a two year old chart on consumer travel. The numbers may have changed slightly pre Covid, but the category mix is relevant. Eight of the eleven categories are significantly affected and 2 verticals, movies (Saying goodbye to movie theaters) and gym memberships (Gyms will never be the same) are getting crushed with lack of purchases or attendance.
Average Total Miles Traveled Per Day (ATMTPD) on the rise compared to April this year is a positive. The real tale of the tape; if we are to use ATMTPD, the comparison should be with respect to pre-Covid and perhaps, an even better comparative measure to share, would be same time periods a full year prior to. Love the positivity and optimism, but let’s keep it real and relevant. Apples to apples is a more accurate comparison.
Check out the full report on mobility released by Geopath.