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While out-of-home video network opportunities are expanding and gaining traction among advertisers, there are still challenges that need to be addressed.
According to Stephen Diorio, president of Profitable Channels, the ad community wants scale before they can justify the creative spend, writes MediaPost. This requires grouping various out-of-home video networks together, which in turn requires metrics that allow measurement across various providers, Diorio said during the Outfront Conference yesterday.
Mike DiFranza, president and CEO of Captivate Media, agreed, calling for measurement approaches that will allow advertisers to analyze different networks and to combine them “in a critical manner.”
David Sommer, managing partner of MEC Retail for Mediaedge:cia, pointed out the useful role media agencies can play when it comes to the relatively new medium. “I don’t blame networks for going to clients directly,” he said, but he pointed out that the convoluted issues of scalability, measurement and coordination suggest a need for third-party involvement.
Leaders in the out-of-home video industry recently formed the Out-of-Home Video Advertising Bureau.
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