Rising to the challenge

Is the OOH industry rising to ever-more-demanding audience measurement challenges?

(Short answer: we’d like to think so…)

If you’re into media metrics, there was an excellent piece about the challenges of OOH audience measurement recently in The Drum.

As it landed close to Easter, it’s possible you missed it (but I’ve linked to it below if you want to read it in full).

It was written Dylan Mabin, top dog at Geopath - so was very much angled towards an assessment of the current state of play in the US … but there was food for thought there for everyone with an interest in OOH media.

Is the industry, he pondered, rising “to the challenge of innovating out-of-home media measurement”?

Well, perhaps unsurprisingly, my view is that unequivocally, yes, absolutely it is. Adding, of course, that we at Route Research Ltd. reckon we have a pretty decent track record here - we've just made our data more contemporary than ever before, we've improved our understanding of pedestrians and how they move around place based media (rail/tube stations, shopping centres, airports etc) and introduced a raft of new visual attention inputs to our workings following a large scale project working with Lumen Research Ltd .

Looking further afield, our Australian brethren in the Outdoor Media Association have just incorporated a qualitative Neuro Impact Factor into the currency with MOVE 1.5 and are on track to progress that further later this year.

However, one of Dylan's main focal points is attribution. This has been a long-standing challenge for OOH media and one that Geopath are well positioned to cater for in the short term. It also sits front and centre as one of the core requirements in the current RFP which Route is currently in the process of navigating and so hope to better serve in the medium term.

So… revisit Dylan Mabin’s analysis of why old school media measurement is being enriched by media consumption and media impact metrics, here.

And catch up with our RFP first round release, here.

Image source: JCDecaux