In the rapidly evolving landscape of advertising, Out of Home (OOH) advertising, despite being one of the oldest forms of media, remains a powerful and effective channel. However, it often finds itself siloed from the holistic marketing strategies that brands and their agencies employ. To truly unlock its potential, the OOH industry must adopt standardization. This blog explores why and how standardization can transform OOH advertising into an integral part of the multi-channel strategy.

The Current State of OOH Advertising

Traditionally, OOH advertising has been bought and measured as a standalone channel. While this approach has its merits, it has also resulted in missed opportunities for integration with other media channels like digital and TV. For OOH to be seamlessly incorporated into the overarching strategies of brand marketers and media planners, a common buying currency is essential.

The Need for a Common Buying Currency

The first step towards integrating OOH into a holistic media strategy is establishing a common buying currency. This currency should be on par with those used in other media channels, such as digital and TV.

Apples to Apples Comparison

For OOH to be considered on par with other forms of media, it must offer comparable metrics. Reach and frequency are two critical metrics that must be standard across all channels. By having a unified currency, media planners can accurately measure the impact of OOH in conjunction with digital, TV, and other media types.

Role of MRC Accreditation

The Media Rating Council (MRC) accreditation can play a pivotal role in this standardization process. MRC accreditation ensures that the measurement and metrics used in OOH advertising are reliable, accurate, and consistent. This accreditation can help build trust and credibility, encouraging more brand marketers and media buyers to include OOH in their multi-channel strategies.

Measuring Performance on an Equal Playing Field

Once standardization is achieved, OOH advertising can be measured for performance on an equal playing field with other media. This allows brands to make data-driven decisions and optimize their campaigns for maximum impact. With the right metrics in place, OOH can demonstrate its effectiveness and ROI, making it an attractive option for media buyers and planners.

The Path Forward

To summarize, the OOH advertising industry must undergo standardization to be seen as a vital part of holistic media strategies. This process includes developing a common buying currency, ensuring that it aligns with the metrics used in digital and TV, and obtaining MRC accreditation to guarantee the reliability of these metrics. By doing so, OOH can be measured and valued equally with other media, unlocking new opportunities for brands and their agencies.

Call to Action

If you're a brand marketer, media buyer, or industry executive, it's time to advocate for standardization in the OOH industry. Together, we can elevate OOH to its rightful place within the multi-channel media strategy. Join the conversation and help shape the future of OOH advertising.

Connect with us to learn more about how you can get involved in this transformational journey. Let's make OOH an integral part of your next campaign strategy!