They should have done this a long time ago. This conversation is very repetitive. Online does not have the checks and balances needed to manage how brands culturally express themselves. The data shows over and over that online “metrics” are not reliable. OOH tells you that your ad will be seen in Times Square and there it is, everyone sees it. We have an approximate impression number and that represents actual traffic counts of real traffic. Studies also show that Out of Home creates curiosity in an organic way and truly drives people to search more about the product they have just seen on an OOH format. Let’s ask the famous questions : (1) How many times have you clicked on a banner ad? (2) Do you love when you are trying to read an article on forbes.com and you are constantly inundated with pop-up box ads all over the page? (3) Did that billboard on the highway bother you? Ok, well then, I think we get it.

Let’s hope these dollars come our way.