OAAA unveils standardised guidelines, best practices for optimal DOOH advertising
By M4G Bureau - May 10, 2021
The framework focuses primarily on the retargeting and attribution use cases of DOOH exposure data
The Out of Home Advertising Association of America (OAAA), released a comprehensive guide for capturing mobile advertising IDs to effectively evaluate which consumers are exposed to DOOH media. The “OAAA DOOH Exposure Methodology Standardization Guidelines and Best Practices” will establish an industry-wide measurement standard, while allowing for ongoing improvements. The trade organisation worked with top member industry leaders to develop the guidelines and best practices to empower omnichannel marketers to increase investment in DOOH and enable optimal adoption.
The framework focuses primarily on the retargeting and attribution use cases of DOOH exposure data. In addition, the guidelines break out recommendations by DOOH inventory types, specifying indoor and outdoor displays, and then, further by use case.
Key methodology topics addressed:
- Required input variables from venue data
- Required input variables from movement data
- Required input variables from ad play data
- Latitude/longitude precision, distance and average dwell time values by venue type
- Output variables by use case
“By adopting this industry guidance, we have an opportunity to grow DOOH ad spending significantly,” said Anna Bager, President and CEO, OAAA. “Standards like these enable accurate and transparent DOOH exposure data to be collected, leading to more credible and conclusive attribution of the channel’s impact on business outcomes.”
“There are different inventory types within the DOOH industry, and these inventory types require different input variables,” said Eugenie Chen, Vice President of Data and Analytics, Vistar Media, who chaired the initiative. “We’re excited to work with the OAAA and a hive-mind of industry thought leaders to compile these best practices and guidelines. Adoption will positively influence how the market views the effectiveness of DOOH as part of an omnichannel marketing strategy.”
“As we continue to further our digital out of home advertising efforts, seeing these recommendations become standard operation procedure in the marketplace will make a qualitative difference in increasing advertiser spend and confidence in the measurement of the channel,” added Leighann Terraforte, Director, Business Development, Foursquare, who also participated in the effort.
In addition to Vistar Media and Foursquare, key contributors to the “OAAA DOOH Exposure Methodology Standardization Guidelines and Best Practices” include: Adsquare, Clear Channel Outdoor, JCDecaux, Lamar Advertising, Lightbox, Veraset, Verizon Media, and Volta, with additional participation from Adelphic, AdQuick, Geopath, GSTV, MFour, The Trade Desk and Ubimo/Quotient.