OOH Word on the Street Today —Are there Two Sets of Rules for OOH Measurement with The Big 3 and ‘Other OOH Owners’? and and Agencies Holding Payments Even LONGER!
Geopath and OOH Agencies Under Pressure
OOH Word on the Street Today
Are there Two Sets of Rules for OOH Measurement with the Big 3 and ‘Other OOH Owners’?
And Are Agencies Holding Payments Even LONGER?
Continued Trouble with Geopath and OOH Industry Measurement: Do audits inflate for the Big 3 and deflate for the smaller OOH Owners?
Are Geopath impressions/measurements breaking down further? We have been contacted by a consortium of Large Market Independents in the US, following the lead Ch of Capitol Outdoor. This is more than a complaint about the cost of the Geopath services. The concerns are major and multifaceted over Geopath reporting, according to nd the 8 Large Market Indie OOH companies coming forward publicly.
The top two concerns for Today’s Word:
1. Is there an impression bias favoring the larger OOH Players, you know the Big 3, with the same (EXACT same) assets? According to the audits provided to this correspondent, the answer is a resounding YES! In some cases, reportedly at a 3 to 5 times increase, favoring the Big 3. In the same asset! How can that be possible? We will share the details from the Large Market Independents who are eager to go on record.
2. Why are recently released audits showing a significant deduction in the 2025 reporting?
Geopath was contacted, and as of today, has not responded to OOH Today’s efforts to hear their side of the concerns. Details regarding this entire story will be forthcoming.
Agencies are clinging to more dollars by holding timely payments.
This is as old as time; agencies are withholding payments to the OOH Owners. Are they experiencing cash flow issues?
Mid-market independent OOH Owners are reporting significant payment delays by major agencies. There has always been a 60- to 90-day delay; however, according to multiple sources, it has now become excessive, with agencies holding on to payments for 120 to 180 days. Trouble with cash flow at the agencies? What else could it be?
Is this a telltale sign of the Industry’s health?
What do you think could be done to help this situation? Would exposing those agencies that delay payment resolve the issue? Short term, perhaps. Good luck in securing more business if one goes on record.
- Advertisement -
[…] OOH Word on the Street Today —Are there Two Sets of Rules for OOH Measurement with… […]