The macro challenge in OOH right now is independent measurement. DOOH is one of the last digital mediums to be measured independently. DOOH analytics and insights need to match those of digital - for the medium to become more compelling, more attractive - metrics need to be delivered independently.
Independent 3rd party verification - not from a log file
Centralize and verify all DOOH activity. Easy tag management
Independent coverage & insight across all campaigns
Verify programmatic campaigns
Until we have independent 3rd party measurement as de facto (this includes verification, 3rd party ad serving..) in DOOH, the big digital budgets will struggle to justify the investment into an unmeasurable medium. But for the large part DOOH’s been a walled garden, a locked down environment that hasn’t allowed 3rd parties in. It's an industry where the technology has been designed and built by the sell side, for the sell side with little to no input from the buyer.more about us
Now is the time we should be pouncing on the digital planner/buyers with the big budgets - there’s no click or impression fraud, there’s no brand safety issues, there aren’t ad blockers and subscription models where ads are filtered out.
The macro challenge in OOH right now is measurement - independent measurement. For the medium to become more compelling, more attractive - we need data. Data that is representative of the market - we need the coverage