Daily DOOH Measurement Post Response

Filed Under Advertising, Digital Signage, metrics

Adrian Cotterill is an Exec in the Digital OOH space in the UK and runs a Blog called the Daily DOOH which can be found here

He had a nice little post that many will find quite interesting in helping to understand measurement for sales purposes. The post can be found here.

The highlights are basically targeted to let folks understand how much they should be spending on the audience measurement of their network relative to the spend of other media. The basic results:

UK Measurement

Keep in mind that sales and measurement are sometimes done differently in North America vs the rest of the world.

A few notes:

As a new medium, it is OUR RESPONSIBILITY to prove ourselves, via audience measurement, as a standalone and as a comparable to other media to get Brand and Media Agency buy in. Per Adrian’s comments:”Successful networks spend more time and more money on audience measurement and research in general than you (ever) realise AND that is why they are generally quite successful”
As a new medium, OF COURSE it’s going to COST MORE to get set up in the world of media to establish yourselves. If it were easy toget started to prove a medium, EVERYBODY WOULD BE DOING IT AND MAKING TONS OF CASH. Success is always earned not given.
We need to recognise, as a medium, that EVERY OTHER MEDIUM has measurement as well and that it’s the mainstay of their business. Keeping it really simple, they are done on A.) Some form of audience details B.) Some understanding of holistic media consumption data (how folks consume the medium….a.k.a. behaviour and impact – long and short term). In other words, quantifiable and qualifiable data. The pundits will tell you that this is a really complex question, but when you get right down to it and ASK, you’ll get to the heart of the matter pretty quickly (it’s really easy to overcomplicate things). You’ll also notice, if you read media papers regularly, that the largest thorn for EVERY medium as an ongoing contestation of the media’s worth is MEASUREMENT. Most traditional media is getting challenged right now as well because their measurement systems are viewed as flawed (see Adrian’s comments in his post) or they haven’t kept up with the times. If they haven’t changed their ways (e.g. TV C3 Data) then they’ve seen huge plummets in revenue recently (e.g. Newspapers)
The more detailed your metrics and the more they prove your media, the MORE YOU CAN CHARGE FOR AD SALES…and justify it
We have the opportunity, through various technologies as mentioned in the article, to up the ante on measurement technology and blow the other mediums out of the water. Internet ratings/measurement is successful (although still contentious) because they CAN measure on 100% of action/reaction based results, unlike traditional media. We are NOT Internet advertising and those same measurement techniques don’t work, but we can mature far past existing traditional measurement because we are new, and that is what will help continue to propel media dollars into our space.

Our medium is currently one of the cheapest in the industry relative to audience reach and impact. The faster we can individually and as an industry adopt measurement practices, the faster the agencies will adopt and the more revenue will come in.

Last point, Adrian makes a great comment about results publishing. Many people try to hold on too tight to their measurement data to hide it from the industry and others for various reasons. Publish EVERY piece of info on your network and audiences and share it. It matures the industry much much faster and provides much more credibility to your Network and the space. And as Adrian mentions, publish the bad news too.

Great post Adrian