Published on June 10th, 2020 | by Stephen Freitas0
OAAA Releases Out of Home (OOH) Measurement and Analytics Guide
Last summer, OAAA formed a Data Use and Analytics Working Group – comprised of both buy side and sell side representation – with the objective to accelerate out of home (OOH) industry-wide adoption of automated transactions at scale and to enhance OOH integrations seamlessly into the broader media ecosystem.
Leading up to the formation of the working group, the OOH industry recognized without guidance and standardization, issues of inconsistency were arising, which was creating doubt in the marketplace and undercut validity. Additionally, the number of OOH data providers was expanding quickly with new analytics companies and platforms entering the marketplace. The guidelines were created to ensure OOH measures are based on an agnostic framework of standards that all data providers would be expected to adopt with the intention to build more confidence in the OOH channel.
As the umbrella organization for all things OOH, OAAA worked closely with its members to unite the industry around guidelines for data use, analytics, and automation in planning, buying, and reporting OOH campaigns.
The result of the group’s work is the OAAA OOH Measurement and Analytics Guide which defines industry-wide standards, definitions, and protocols ensuring a consistent approach to understanding and representing attribution metrics.
“Only OAAA could bring the OOH industry together to produce such far-reaching guidelines that are embraced by all stakeholders and can help all of us better interpret data across the full OOH spectrum,” said Anna Bager, OAAA President & CEO.
While developing the guide, the working group recognized it is critical to consider how audiences are reached at OOH locations, not just where OOH displays are located. The guidelines were created to help the OOH industry in several ways:
- Simplify the various measurement and analytics solutions available in the marketplace
- Interpret specific data measures used to evaluate OOH campaigns and define the specific guidelines data companies must provide
- Enable smart planning for OOH media and increase performance management
- Facilitate the use of data and measurement within the OOH channel
“In order for our media sector to be integrated fully into the digital media ecosystem, it is imperative that OOH have standards, definitions, and protocols around the value represented in digital today,” said James Price, who served as chair of the OAAA Data Use and Analytics Working Group, and is SVP and Chief Product Officer at OUTFRONT Media. “The important work of this group was to establish requirements for industry participants, to properly represent the multiple facets of the full value delivered.”
OAAA retained the services of Prohaska Consulting to manage the project. Matt Prohaska, CEO & principal at Prohaska Consulting, said “with these new advanced guidelines, marketers can give proper attribution to the impact and effectiveness of OOH media. We are excited to leverage our years of data experience together with OAAA to help level the playing field and allow for a fair data exchange.”
Both OOH buyers and sellers will expect data partners to adhere to the new standards. The guide is available for download from the OAAA website at oaaa.org.
OAAA will host a webinar entitled Perspectives: Powering OOH with Rich Data on Wednesday, July 1 at noon with representative from the Data Use and Analytics Working Group. Register at www.oaaa.org.