Embracing Change: OOH Advertising's Path to Growth

Introduction

In the fast-paced realm of advertising, staying ahead means embracing change. One fundamental principle that has endured is the use of a consistent dataset throughout the advertising process. However, despite its importance, the adoption of this principle has been slow. In 2024, it's time for the out-of-home (OOH) advertising industry to prioritize consistency and accountability.

The Need for Consistency and Accountability

According to the Outdoor Advertising Association of America (OAAA), using a consistent dataset is crucial for understanding campaign results accurately. Yet, the industry remains fragmented, with various approaches to data utilization. The lack of a comprehensive suite of planning metrics and attribution reporting is evident.

The Role of Technology

While the technology required for post-campaign analytics already exists, the challenge lies in raising awareness and promoting its utilization. The industry must adapt to using a consistent dataset for planning, reconciliation, and attribution to thrive in the evolving landscape.

Challenges to Overcome

Change aversion, contractual challenges, and facing reality are significant hurdles in adopting new practices. However, embracing transformation is necessary for the survival and growth of the OOH advertising industry.

Conclusion

In 2024, the OOH advertising industry stands at a critical juncture. Embracing change is not just advisable; it's essential for progress. By prioritizing consistency and accountability, the industry can navigate the challenges ahead and thrive in the dynamic world of advertising. It's time to move OOH beyond 4% and embrace the future with confidence.