“The challenge is about having the right inputs in the most easily accessible way to give OOH the best chance…” Route Research CEO Denise Turner summing up her session at the Inside Out of Home event hosted by ISBA at its Covent Garden offices on 20 March.

Denise led a panel segment alongside guest contributors Alex Tait, CEO of Entropy, and John Perella, Chief Marketing Effectiveness Director at Perella Mackay.

Headlined Audience and Effectiveness, it looked at the potential barriers OOH faces in securing its rightful place on media plans – especially in a marketplace where brands seem to gravitate to the media channels they perceive to be easiest to plan and execute.

The conclusion? The OOH industry – and Route’s current evolution has this very much at the top of its agenda – must focus on making the right data as accessible as it possibly can; and ideally in ways that allow it to sit comfortably alongside the audience data generated by other media.

The Route session was part of a full afternoon of presentations covering all aspects of OOH as an advertising medium. Global, J C Decaux and Clear Channel looked at the creative punch the medium delivers, its virtues as the country’s pre-eminent broadcast vehicle and its status as the medium most trusted by the public.

Meanwhile Andy Lobo and Sam Tomlinson from PwC shared findings from their most recent report on OOH, outlining its admirable track record in giving back to the community plus its leadership role in sustainability.

Full programme details are available at the ISBA website, here.