“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 [1], told those attending the TAB/OAAA Conference and Expo [2] 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.”