Bridging the Gap: Unlocking the Potential of Out-of-Home Advertising

Introduction:

In today's dynamic world of advertising, collaboration is often touted as the key to success. However, the out-of-home (OOH) advertising industry has struggled to achieve meaningful collaboration among its key stakeholders - media owners, agencies, and marketers. Despite the inherent strengths of OOH, such as large impactful formats and trust-building nature, several challenges persist. In this article, we will shed light on these issues and propose actionable solutions to bridge the gap and unlock the true potential of OOH.

Data and Measurement: A Neglected Frontier

One of the primary roadblocks to OOH's evolution has been the inadequate investment in data and measurement by media owners. While OOH undeniably delivers a return on investment, advertisers often find their expectations unmet due to the lack of robust data-driven insights. To bridge this gap, media owners and agencies must recognize the importance of upskilling and embrace the language of data, cohorts, and analytics. Leveraging these tools can provide advertisers with more accurate and measurable campaign outcomes, fostering trust and propelling the industry forward.

Opaque Data Models and the Need for Transparency

Agencies also bear responsibility for the stagnation in the OOH landscape. Many agencies closely guard their proprietary data models, creating a lack of transparency that hampers collaboration and inhibits progress. For the industry to flourish, agencies must adopt a more open approach, sharing their case studies and insights in the public domain. By doing so, they can create reference points for further learning and encourage collective growth. Collaboration demands transparency, and it is time for agencies to let go of their proprietary data models in favour of a more inclusive environment.

Client's Expectations and the Challenge of Adoption

While agencies may be using data, clients often find their expectations unmet because this data remains proprietary and cannot be embedded into media mix models to understand the results. The Indian Outdoor Advertising Association ( INDIAN OUTDOOR ADVERTISING ASSOCIATION - IOAA ) launched the Metrics tool 'Roadstar' in August 2022 to address this challenge. However, adoption has been a struggle. Media owners hesitate to adopt the tool, expecting agencies to lead the way. On the other hand, agencies have tested the tool but are reluctant to implement its usage. Industry-approved uniform metrics should be the foundation of any proprietary tools used by agencies. Similar to how mainstream agencies utilize BARC or TAM data, agencies can then leverage their unique tool capabilities to differentiate themselves in the competitive landscape.

The Scale Challenge and the Industry's Consolidation

Critics argue that the OOH industry has not done enough to promote itself, drawing unfavorable comparisons to tech giants like Google or Meta. However, it is crucial to recognize that OOH lacks the consolidated scale and resources these behemoths enjoy. The industry faces a significant challenge with numerous players, each with its own limitations. The OOH ecosystem must strive for closer alignment and collaboration to overcome this. By pooling resources, sharing insights, and collectively working on metrics, the industry can position itself as a powerful force and attract the attention it deserves.

Global Examples

Australia's OOH industry Outdoor Media Association provides a shining example of successful collaboration and the power of dedicated initiatives. In 2010, they launched MOVE (Measurement), an OOH tool endorsed by the Media Federation of Australia and the Australian Association of Advertisers. This endeavor involved years of commitment, educational workshops, and the creation of case studies to gain advertiser and industry association confidence. Despite being a smaller market, Australia's unwavering collaboration and upskilling efforts led to a resounding success, highlighting the importance of these factors in unlocking the potential of OOH. Similarly, Canada's OOH industry has made significant strides through the Canadian Out-of-Home Measurement Bureau ( COMMB ), a national not-for-profit organization representing diverse stakeholders. COMMB drives industry-wide marketing and measurement efforts, developing audience measurement methodologies and advocating for OOH through comprehensive initiatives. These examples from Australia and Canada underscore the transformative power of collective efforts in advancing the OOH industry.

Through relentless dedication and a long-term vision, they have brought together diverse perspectives and expertise to develop comprehensive metrics that accurately measure the impact and effectiveness of OOH campaigns. This extensive investment in collaboration and metric development over the span of decades has been a driving force in their journey towards OOH advertising success.

Upskilling: Empowering the OOH Workforce for Data-Driven Success

To fully utilize the potential of out-of-home (OOH) advertising, the industry must prioritize upskilling its workforce. This means learning the language of measurement and metrics. We must acknowledge this gap and work to bridge it. Media owners and agencies must recognize the importance of upskilling and embrace this new terminology. Members should feel confident and comfortable discussing data, cohorts, and analytics. By investing in training programs and providing resources for learning, stakeholders can equip their workforce with the necessary skills to leverage data-driven insights effectively. Upskilling initiatives will lead to more accurate and measurable campaign outcomes, building trust and advancing the OOH industry in a dynamic advertising landscape.

Call to Action: Unlocking the Potential

Reviving the OOH industry involves three fundamental factors: collaboration, upskilling, and regulations. Stakeholders must move beyond mere rhetoric and actively engage in actionable strategies. Media owners, agencies, and marketers must unite to establish industry-wide standards, collaborate on campaigns, and share measurable case studies. Agencies and media owners can build stronger partnerships that drive meaningful results by leveraging category-based insights and setting clear expectations.

The world of OOH advertising holds immense untapped potential, waiting to be unleashed through collaboration, upskilling, and regulations. It is time for stakeholders to break down silos, share knowledge, and foster an environment that thrives on transparency. The OOH industry must rise to the occasion and match the pace of its digital counterparts. The medium can only regain its prominence and deliver the measurable outcomes advertisers expect through collective effort. Let us embrace this call to action and embark on a journey to reshape the #futureofOOH advertising. Together, we can unlock the true potential of OOH and drive its success in the ever-evolving advertising landscape.

The first step in this journey is #empowerment of the workforce through #upskilling.