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As outdoor advertising becomes more TV-like in the U.S. - with the availability of digital outdoor ad messages - the industry needs to find and accurately report the right metrics. That, at least, was the sentiment expressed in New York yesterday at the Traffic Audit Bureau’s Out-of-Home Advertising Forum, Mediapost reports. Digital billboards are proliferating here, as they have been in the U.K., and marketers like John Marson, senior manager-media planning at Kraft Foods, are beginning to see it as another medium like TV.
A survey of members of the Association of National Advertisers, unveiled yesterday by Ford Motor Co., showed that the three most important issues advertisers see when it comes to outdoor marketing are return on investment, performance metrics, and frequency and timing of out-of-home schedules. The Traffic Audit Bureau has recently issued a request for proposals for a new outdoor industry ratings system.
Jack Sullivan, vp-media director at Starcom Worldwide, said - in a warning similar to that which has been heard for years in the online world - that the biggest mistake the industry can make right now is putting TV messages on billboards, meaning that outdoor is a different medium and advertising messages should be crafted as such.
The biggest change in the industry, he said, would be the integration of wireless Bluetooth technology which allows digital outdoor billboards to interact with cell phones and other hand-held devices.
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