March 26, 2019 (Washington, DC) — A comprehensive compilation of best practices for digital out of home (DOOH) media has been published by five leading industry trade groups. DOOH Best Practices is a collaborative joint venture between the Digital Place Based Advertising Association (DPAA), Digital Signage Federation (DSF), Interactive Advertising Bureau (IAB), Geopath, and Out of Home Advertising Association of America (OAAA). Half of the project funding was provided by the Foundation for Outdoor Advertising Research and Education (FOARE).
The organizations collaborated for over a year to produce a definitive set of best practices to serve as a guide and reference for the advertising community. Input from all groups was compiled and curated by THE rAVe Agency, a creative agency chosen for its extensive experience in the digital signage and audiovisual market as well as in B2B advertising and marketing.
The five trade organizations had previously provided best practices for DOOH independently but recognized the need for consistency across the DOOH ecosystem. The groups came together to work on the uniform guidance being released today, which not only encompasses material from the different organizations’ earlier efforts, but also includes recommendations developed collectively.Gary Kayye, founder of THE rAVe Agency and assistant professor at the University of North Carolina School of Media and Journalism, said, “The DOOH market has seen tremendous growth in the last decade, but there’s still so much potential for more. It’s critical that all the players in the market be using the same language and have technology that’s interoperable, which will make it easier for advertisers and agencies who want to buy ads on a large-scale basis find, buy, and utilize available DOOH ad inventory more easily. This project is the result of five organizations in the DOOH and digital signage markets, with thousands of member companies, putting their resources together in an unprecedented way for the good of the entire industry.”
The DOOH Best Practices are comprised of modules focusing on six topics:
- General Overview of DOOH
- Technology and Infrastructure
- Buying and Selling
- Creative and Content
- Measuring Success
- Glossary of Terms
The materials are available from all five trade groups and can be downloaded here.
“As DPAA works with global brand and agency leaders to showcase the value of Digital Out of Home, it’s important the industry presents a united front with respect to all guidelines and standards. We are happy to work with these associations and promote this progress with clients worldwide.” Said Barry Frey, President and CEO of DPAA
According to Brian Gorg, DSF Executive Director, “The DSF is proud to have worked with so many industry organizations and is thankful for those DSF stakeholders who helped contribute information, particularly on technical aspects related to digital signage and DOOH.”
“These digital out of home best practices will ensure that there is a strong unified roadmap, as the DOOH arena evolves. IAB has been at the forefront of establishing global standards and guidelines, and this initiative, bringing other organizations into the mix as well, is vital to propelling marketplace growth,” said Orchid Richardson, Vice President and Managing Director, IAB Data Center of Excellence.
Geopath President Kym Frank said, “It was an honor to participate with these organizations on this vital document on behalf of the industry. It will provide us a clear path forward as we navigate the rapid changes that are occurring in the DOOH ecosystem.”
OAAA Chief Marketing Officer Stephen Freitas said, “Today, the rate of change in our industry is rapid, and the challenges are complex. It is important that all practitioners of DOOH have a consistent understanding of the fundamental guidelines, definitions, and protocols that successful drive business transactions.”
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