The Out of Home Advertising Association of America, the trade group representing the out of home advertising industry, released a methodology for capturing mobile advertising identifications that represent the audience exposed to digital moving out-of-home media, according to a company press release.
The guide is a road map for addressing the challenges of capturing accurate data for a special class of (DOOH) in which the advertising venue’s location is not fixed. The goal of releasing this report as an addendum to the OAAA’s «DOOH Exposure Methodology Standardization Guidelines and Best Practices,» is to encourage greater adoption of the DMOOH format by omnichannel marketers.
«Finding out who was exposed to an ad as it traveled from point A to point B is becoming easier with the wealth of technology available at our fingertips,» Anna Bager, president and CEO, OAAA, said in the release. «This guidance enables marketers to maximize their exposure data by using the most accurate collection methods and as such will create greater confidence among industry players to explore DMOOH.»
The framework lays out key differences between capturing DMOOH exposure versus traditional DOOH methods. Chief among them is that input variables require two sets of longitude and latitude data and timestamp, as well as media position on a vehicle. In addition, the guidance specifies the need to capture vehicle types, provides recommendations on minimum connectivity requirements and the use of routing engines, and more.
«OAAA’s new guidelines provide a springboard for DMOOH growth,» Drew Jackson, founder, StreetMetrics, and a member of the OAAA working group that developed the exposure methodology guidance, said in the release. «This framework allows our industry to move faster by clarifying the process of determining audience exposure to a digital ad on a vehicle. It’s exciting to see the collaboration within the industry to develop consistent methodology for marketers to plan, measure and optimize moving ads.»