Moving OOH Beyond 4%

Embracing Change in Out-of-Home Advertising in 2024: A Call for Consistency and Accountability

In the dynamic landscape of advertising, where innovation and adaptation are paramount, a fundamental principle has persisted for years – the use of a consistent dataset from planning through attribution. According to the Outdoor Advertising Association of America (OAAA), this best practice is essential for avoiding potential mismatches in data sets that could compromise the understanding of campaign results. However, despite being the industry’s self-defined north star, the adoption of this principle has been slow and fragmented.

The current landscape reveals a patchwork of approaches, with some organizations leveraging their location data for population movement analysis, while others focus solely on attributing out-of-home (OOH) exposure to conversions like web traffic and footfall. What’s lacking is a comprehensive suite of planning metrics and attribution reporting seamlessly integrated using the same dataset.

To catalyze industry growth, the call to action is clear – embrace a consistent dataset throughout the entire campaign lifecycle, from planning future campaigns to proving OOH advertising works.

In addressing the question of which technologies or tools will become pivotal for post-campaign analytics in 2024, the answer seems clear – the technology already exists. The crux of the issue lies in buyers’ awareness and utilization of the available data points.

The concept of using a consistent dataset for planning, reconciliation, and attribution is undoubtedly where the industry needs to go. However, and understandably, it evokes a sense of fear among industry veterans. The resistance to change is palpable, with phrases like “I’ve sold OOH for years without it” echoing through the corridors. Fear of losing long-standing clients and the “uncertainty about the actual results delivered” contribute to the apprehension.

Several factors contribute to this industry-wide trepidation, including:

• Change Aversion: The fear of the unknown and the comfort of familiar practices lead to pushback. Media operators question why they should adopt new methods if the old ones have worked for them. We could still be walking into Blockbuster to rent the latest movie, but aren’t you glad you can do the same thing on Netflix from the convenience of your couch?
• Contractual Challenges: The traditional buy-and-sell model of OOH, centered around delivering a service and receiving payment, faces disruption. The possibility of providing discounts or refunds for under-delivered campaigns raises concerns and sparks difficult conversations with buyers. Remember when people used to purchase minutes for their cell phones? Imagine if unused minutes didn’t roll over to the next month.
• Facing Reality: Admitting that the product being sold may not deliver as expected is a tough pill to swallow. It involves risking investments, not meeting expectations, and jeopardizing the livelihoods of those dependent on selling the product. Remember when people once questioned the concept of the internet and its practicality? As technology advanced, it single-handedly revolutionized life as we know it.

In the face of these formidable challenges, the need for transformation in OOH advertising becomes not just a call for change, but an imperative one for survival and growth. The industry stands at a crossroads where the familiar paths of resistance meet the unexplored territories of innovation. Often, success is fueled by a combination of improved understanding, technological advancements, and the realization of tangible benefits over time. The hesitancy to use a consistent dataset for planning, reconciliation, and attribution reflects not a lack of technological capability, but rather a reluctance to confront the uncomfortable truths that may emerge.

The hesitancy to use a consistent dataset for planning, reconciliation, and attribution reflects not a lack of technological capability, but rather a reluctance to confront the uncomfortable truths that may emerge.

To catalyze industry growth, the call to action is clear – embrace a consistent dataset throughout the entire campaign lifecycle, from planning future campaigns to proving OOH advertising works. Taking bold steps and confronting these challenges directly is essential for unlocking the industry’s true potential and moving beyond its “four percent” – something I’m not content with… are you?

Drew’s Bio:
Drew Jackson is the Founder and CEO of StreetMetrics. Drew established StreetMetrics in 2016 out of a personal need to measure the performance of ads on family-owned semi-trailers. Recognizing that this challenge extended to other media operators, he set out to create a transformative solution. His passion for innovation and commitment to addressing real-world challenges have positioned StreetMetrics as a pioneering force in the advertising technology landscape.

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