Adrian J Cotterill, Editor-in-Chief
The Out of Home Advertising Association of America has released its first ‘OAAA Digital Video Out of Home (VOOH) Buyers’ Guide‘ to help advertisers navigate the VOOH landscape and take advantage of the medium’s benefits.
Doug Rozen, CEO, dentsu Media Americas, who penned the guide’s opening statement said “As the media landscape continues to evolve, there are incredible opportunities to build meaningful stories using video in new environments, including out of home,” said “VOOH remains untapped, and if we can adopt ‘any right screen’ mentality – be it in home, on a phone or in public places, VOOH is poised to see tremendous success.”
With North America emerging out of the pandemic, alongside the fact that top digital video networks surpass cable and broadcast against critical audience demographics, VOOH has the potential to be a ‘must’ for advertisers.
This comprehensive guide is intended to provide step-by-step insights and guidance to promote the medium’s growth and covers:
- Audience segmentation, including mobile and contextual targeting
- Location-enhancing content
- Publishers
- Measurement and attribution, including VOOH impression measurement and proof-of-play
- VOOH ad formats
Having read through it we can see that it also addresses key standards and pricing, as well as direct and programmatic buying recommendations as well as case studies from big name brands such as McDonald’s and Turner Sports.
Christina Radigan, CMO, OAAA told us “Video in out of home offers tremendous reach and resonance for brand marketers – and presents our industry with a strong opportunity for growth. Video has long been a powerful medium for storytelling. Couple that with consumers paying greater attention to the out of home advertising medium as we emerge from the pandemic, and the potential is significant. This Digital Video Out of Home Buyers’ Guide answers the call from our members and their buying customers to provide real world information and step-by-step insights to promote the channel. At the OAAA, we represent the whole of the out of home industry landscape and we are passionate about providing and promoting the marketplace with meaningful tools and resources. In a recent piece, Michael McLaren, CEO of the Merkle B2B Group shared why 2021 will be a banner year due to the resiliency of the digital ad market demand for traditional advertising. He then speaks volumes about why now is the time to help marketers adapt and transform quickly – “The pandemic hit the out-of-home advertising market hard. However, we are beginning to see OOH channels advertise programmatically through digital screens on bus stations, shopping malls, and billboards as COVID restrictions ease nationwide. This is the moment for all of us to provide support for the channel and make sure that buyers can navigate the VOOH landscape successfully.”
The ‘OAAA Digital Video Out of Home (VOOH) Buyers’ Guide’ was published as part of the Future Proof: OOH Media Conference from the OAAA and Geopath and can be found here.
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