DailyDOOH

Gail Chiasson, North American Editor

“Out-of-Home isn’t affected by ad blocking, bot fraud or non-viewability issues,” Michael Donahue, founder of Connect the Dots and consultant to the Association of National Advertisers, told those attending the TAB/OAAA Conference and Expo in Boca Raton last week.

“So why is Out-of-Home undervalued? We have seen the enemy and he is us.

“But that means there are huge opportunities open,” he said. “So here are a few ideas which you may do, or not:

• “Partner with other media. For example, shopper marketing is a big area, so when there are specific promotions, you should be there with promo ads. Find out when they are running, and partner!
• “Use Ad-iD (Advertising Digital Identification). It not only identifies the ads, but you can add metadata on it.
• “Get audited and get MRC (Media Rating Council) accreditation. It will help add to your credibility – and the Association of National Advertisers will more than likely get behind it, too.”

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