You have questions about the importance of OOH
Real-Time Performance Metrics?
Rodolfo Saccoman, CEO & Co-Founder, AdMobilize, has answers.
We admit OOHToday has had some reservations on AdMobilize, admittedly due to our lack of complete knowledge about their services. Saccoman provides superior talking points and arguments in his article which you will find here⇒ No Way Around It: OOH Will Eventually Require Real-Time Performance Metrics
We encourage an immersive read of his entire post.
Sharing snippets; Rodolfo Saccoman compares the similarities of OOH to the Online/Internet advertising medium. He states “the timing and circumstances which unleashed the digital advertising boom, mimics the current moment of the outdoor advertising landscape”. Interesting point he details further in his writing.
the timing and circumstances which unleashed the digital advertising boom, mimics the current moment of the outdoor advertising landscape”.
We question the current online/mobile media having their act together with regards to data accuracy and thus the metrics, being as solid as the digital/online industry has positioned itself. It doesn’t appear to be at issue with his observations. His key performance indicators are square on.
However, Internet advertising is still suspect in accurately validating the KPI’s of impressions, engagement and return on investment (ROI). Fraud, privacy and inaccurate reporting are still a problem for online/digital. Which parenthetically, we have been clear in past comments are not reasons to buy OOH. We support, as does Saccoman, in partnering with mobile for synergistic opportunities where there has been significant proofs of greater success for advertisers.
The missteps of internet ad reporting should guide OOH to learn from online’s errors and successes and galvanize the advancement for the Outdoor Advertising Industry. Saccoman appears to have no notion to settle on the performance data of digital/mobile online, rather his intent, is to improve the process and develop solutions which genuinely serve OOH and the advertising community. Something everyone will agree on. We support his work.
The missteps of internet ad reporting should guide OOH to learn from online’s errors and successes and galvanize the advancement for the Outdoor Advertising Industry
Here is an excerpt from Saccoman’s post, where he succinctly outlines the value and importance of OOH’s unique offerings, which he lists as:
- A one-to-many medium
- Endless creative campaigns (a multi-sensorial engagement platform)
- Larger screens (compared to smartphones, PCs)
- Reduced ad fraud exposure
- Higher attention rates with captive audiences
- Ability to integrate with multiple media channels to increase overall lift
- More favorable CPM’s (for now)
- Ability to trigger ads based on real-time audience at the screen location
Love the 8 bullet points. He shares many more valuable insights.
Read Rodolfo Saccoman’s excellent article from ‘Medium’ (click on photo below) to better equip and move your career and Outdoor Advertising to a better place.