EDSA Guadalupe, Philippines - While being stuck in the middle of the EDSA Guadalupe bridge on my way to Quezon City, my mind wandered off to my last meeting with my former boss, the late Venus Navalta, which took place exactly a month before the COVID-19 lockdown.
The meeting took place at the pre-pandemic office of IPG and we were discussing two things. First, a new method of recording and archiving data for OOH and, as expected - OOH measurement.
The quest for a more credible form of measurement goes way back to the early days of agency-managed OOH at UniversalMcCann. Back then, we had introduced to McCann's clients a rating system whereby we would grade the quality of each billboard site proposed. The measurement, while very subjective, was overlayed on simple traffic data provided by the MMDA.
As we move further into the digital age, Out-of-Home (OOH) media continues to evolve in ways that were unimaginable just a few decades ago. Yet, amidst the advancements in technology, 3D screens and programmatic buying, one critical aspect remains a challenge: establishing a recognized and industry accepted OOH measurement system that is transparent to all stakeholders.
Why Measurement Matters
Measurement is the backbone of accountability. For OOH media, this means having reliable data that proves its effectiveness and ROI. Advertisers need to understand where their money is going, media agencies require tools to plan and evaluate campaigns, and vendors need credible metrics to validate the value of their inventory. Without a transparent and standardized system, the industry risks falling behind in the era of data-driven decision-making.
The Call for Transparency
In the current global landscape of OOH media, many OOH measurement systems exist, but few are universally recognized or trusted by all parties involved. Transparency is key—advertisers, media agencies, and vendors must all have access to the same data and understand how it’s collected and analyzed. This not only builds trust but also streamlines decision-making, making OOH media a more attractive option for brands seeking accountability.
While media agencies can claim to having a more "sophisticated" measuring system over another as was the case during the height of OOH specialists like Kinetic and Posterscope, the model itself is flawed because the data is not transparent to all parties. Most often, the data is only shown only to the advertiser as part of proprietary technology which favors the agency as what we would call "pogi points".
What We Really Need
To meet the growing demands of the industry, here are some essential elements of a robust OOH media measurement system:
Standardization: The metrics and methodologies should be consistent across markets and platforms to ensure comparability and fairness.
Accessibility: Data must be readily available to all stakeholders, including advertisers, agencies, and vendors. This ensures everyone is on the same page.
Real-Time Insights: With the advent of digital and programmatic OOH, real-time data is no longer a luxury but a necessity. This enables swift adjustments and optimizations during campaigns.
Third-Party Auditing: To eliminate biases and ensure credibility, an independent body should oversee the measurement process.
Integration with Digital: As OOH becomes more integrated with digital platforms, the measurement system must accommodate cross-channel metrics, providing a holistic view of campaign performance.
The Road Ahead
As we look to the future, it’s clear that the industry must come together to develop a measurement system that serves everyone’s interests. The technology is already here; it’s a matter of collaboration and commitment. With a transparent and universally accepted measurement system, OOH media can solidify its position as a vital component of the modern marketing mix.
Building Trust and Transparency: The Future of OOH Media in the Philippines
A recognized OOH measurement system isn’t just a nice-to-have; it’s an industry imperative. Transparency fosters trust, and trust drives investment. By addressing these needs head-on, we can ensure that OOH media not only survives but thrives in the years to come.
Let’s make 2025 the year we elevate OOH media to new heights, powered by trust, innovation, and transparency.
The writer, Lloyd Tronco, is an Out-Of-Home Media Strategist. He is a constant subject matter expert on Out-Of-Home Media and Digital Signage. He is also the industry journalist for OOH in the Philippines.
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