The knee-jerk reaction to OOH audience measurement would be to delve into the traffic count passing through the billboard. We've tried this for so many years - providing the traffic count on EDSA, SLEX, or other main roads. However, advertisers while having the raw data could not really see the actual connection between a robust traffic count and billboard visibility. Just because a board is on EDSA with six digit traffic doesn't really assure utmost visibility due to its forced placement with the directive, "Basta nasa EDSA".
The trigger to the clamor for more metrics in OOH is actually the rise of digital advertising. There is no doubt that digital media has revolutionized advertising. With it, the importance of audience measurement has grown exponentially. In the early days, ratings were exclusive to television, print circulation, and radio listenership studies. However, when digital entered the scene, measurement became a minimum requirement for media planners and strategists. Measurement in digital media enabled agencies to track return on investment (ROI) and return on ad spend (ROAS).
OOH Media and the Long Road to Audience Measurement
I see the rise in digital planners as a boon to OOH as a whole. I say this because the new generation of media planners who are highly digital and adept in measurement numbers will ask for any form of measurement of OOH for a baseline. Advertisers and media strategists have come to expect data-backed decisions, and as a result, traditional advertising channels like Out-of-Home (OOH) media are now under pressure to provide comparable metrics. Without transparent audience measurement, OOH risks being left behind in an industry increasingly driven by data.
The New Era of Media Planning
A new generation of media planners and strategists has been raised with measurement tools ingrained in their decision-making process. They rely on tangible numbers, analytics, and insights to justify spending. OOH must evolve to meet these expectations by implementing credible measurement systems that allow advertisers to see the impact of their investments with the same level of confidence they have in digital.
The Technology is Here
The good news? The technology to accurately measure OOH audiences already exists. With advancements in data analytics, AI, and real-time tracking, it’s entirely possible to introduce standardized measurement systems that provide the transparency the industry needs. The time to act is now.
More Key Takeaways:
Advertiser Confidence and Budget Allocation
Advertisers are increasingly prioritizing data-driven decisions when allocating budgets. Without reliable OOH audience measurement, advertisers may favor digital and other media channels where data is readily available. By implementing a robust measurement system, OOH can prove its effectiveness and secure a larger share of advertising budgets.Attracting New Advertisers
Many digital-native brands hesitate to invest in OOH because they are accustomed to precise digital analytics. A recognized OOH measurement system would bridge this gap, making OOH more appealing to brands that have traditionally relied solely on digital advertising.Enhancing Media Buying Efficiency
Media planners need reliable data to make informed buying decisions. Standardized OOH audience measurement would streamline the planning and buying process, making it easier for agencies and brands to integrate OOH seamlessly into their overall marketing strategies.Integration with Cross-Media Analytics
In today’s omnichannel marketing landscape, brands seek unified measurement systems that track customer journeys across multiple touchpoints. OOH needs to integrate with cross-media analytics, enabling advertisers to evaluate how OOH complements other channels like social media, TV, and digital.Future-Proofing the Industry
As technology continues to evolve, so do consumer behaviors. OOH must adapt to changing trends and ensure its relevance in the future of advertising. Investing in audience measurement today ensures that OOH remains a competitive and valuable component of the marketing mix.
Get in Touch
If you're interested in learning more about OOH audience measurement and how we can move the OOH media industry forward, feel free to message me. Let’s work together to bring OOH into the data-driven future it deserves.
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.
-Want to know more about consultancy for OOH related matters? email me at info ( at ) ooh.ph or drop me a line by clicking here.
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