As verification begins to take hold across the industry, accountability and transparency is becoming the norm. As a media owner, it's important to see data represented as the brand or agency sees it. This will provide insights into performance and lead to better yield through optimisation and ensure you’re across campaigns in real time.
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