The OAAA exposure methodology publishes standardization guidelines
Create a framework for campaigns without a specific location
The American Out-of-Home Advertising Association (OAAA), a trade group representing the entire out-of-home (OOH) advertising industry, has released a comprehensive approach to capturing mobile ad IDs that represent digital moving-out-of-home viewers. DMOOH) Media.
The guideline is a roadmap to address the challenge of capturing accurate data for a particular category of digital out of home (DOOH) where the location of the ad space is not fixed. The purpose of publishing this report as an addition to OAAA’s “DOOH Exposure Methodology Standardization Guidelines and Best Practices” is to encourage more adoption of the DMOOH format by omnichannel marketers.
The framework highlights the key differences between the DMOOH exposure capture versus the traditional DOOH method. Chief among these are the two sets of longitude and latitude data required for the input variable (for start and end) and timestamp, as well as the media position in a vehicle. In addition, the guidelines specify the type of vehicle to be captured, the minimum connection requirements and the use of routing engines, and much more.
“Traveling from point A to point A makes it easier to find out who owns the ad, with the technology resources available at our fingertips,” he said. Anna Bager, President and CEO, OAAA. “This guideline enables marketers to maximize their exposure data using the most accurate collection method and this will create more confidence among industry players to explore DMOOH.”
“OAAA’s new guidelines provide a springboard for DMOOH growth,” he said Drew Jackson, Founders, StreetMetrics, and members of the OAAA Working Group who created the Exposure Methods Guide. “This framework allows our industry to accelerate the process of determining audience exposure to a digital ad in a car. It’s exciting for marketers to see collaborations within the industry to develop consistent approaches to planning, measuring and optimizing ongoing advertising.”
“Confidential attribution analysis requires a comparative approach to data collection,” he said Christina Ringan, SVP Strategic Research, Insights, Analytics, Outfront, who was also an important member of the Working Group. “By increasing the DOOH exposure guidelines to include moving OOH, the industry will be in a better position to demonstrate the combined effect of OOH on advertisers’ KPIs and business results.”
James HellerCEO and founder, WrapAnd a member of the OAAA Working Group said, “Brands use online digital media for its precise tracking and a clear path to ROI. Costs are hurting the success of digital advertising. “
To access the guide, please see https://bit.ly/3lEn33D.
The American Out of Home Advertising Association (OAAA) is the national trade body of the $ 8.6 billion US Out of Home Advertising (OOH) industry, including the Digital Out of Home (DOOH), and consists of billboards, street furniture, transit. Advertising, and space-based media (including movies). OAAA-member media companies donate $ 500 million annually to public service advertising.