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‘Credible data fundamental to OOH revenue growth’

By Rajiv Raghunath - May 20, 2021

Neil Eddleston, Runor Data Consulting and Gideon Adey of WOO threw light on the world body’s new initiative to conduct a study on OOH best practices and come up new guidelines that will be released at the 2020 Toronto Congress.

Data is extremely important in the modern media world. Stating this in his opening remarks in the session on ‘Driving OOH Growth – The Data Imperative!’ in the World Out of Home Organization (WOO) virtual European Forum meeting held on May 18, Neil Eddleston, Runor Data Consulting Ltd, a leading OOH audience measurement expert, said “it is truism for all media that if we don’t have accountability, if we don’t something that gives value to our medium, it is very difficult for our customers – the advertisers and the agencies – to value the medium in the context of other media choices”.

Neil underlined the need to have baseline credible data to be able to compare OOH with competing media. “The bedrock of all media buying and selling is trust, and if we don’t have an open trust in the OOH media measurement, we will have a difficulty in getting a place in the marketing mix,” stated Neil.

In 2009, FEPE had sponsored the establishment of OOH guidelines in consultation with all major stakeholders in the business.  The world has since moved on, and the OOH landscape changed with the coming in of DOOH in significant ways. It is imperative for the industry to assess the best measurement practices around the world, he said. “There is also a demand for contemporary data”. That is, there is growing demand for granular data relating to automated trading.

OOH also needs to look at new measurement systems, and overhauling the existing measurement metrics. Failing to act on this imperative would result in limiting the OOH revenue growth, said Neil.

The remit from WOO for the guidelines is to build a currency promotes transparency and is shaped by technical rigour. Neil pointed out that advertisers may not have great trust in the audience metrics developed by individual companies. All stakeholders need to agree that the basis for producing the data ought to be transparent, clear and with methodological rigour, he said. Runor Consulting will be bringing together all industry stakeholders to carry out this project, and for independent verification of all the best practices.

Gideon Adey, Consultant with WOO, said this project represents the core objective of WOO, of members working together, learning from each other for the common good – of promoting OOH globally.

The guidelines will be released at the 2022 WOO Congress to be held in Toronto.

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