Billboard Insider is aware for several groups which have been asking to put data devices on billboards. We’ve written before about Genlogs.io, which has a successful track record renting space on billboards to install sensors which measure the real time movement of trucks. Here are four questions you should ask any company which wants to rent space on your billboards to install a data device.
What data will you collect?
You need to understand what data someone is collecting, what the data will be used for and if the collection is legal. Although there is no federal data privacy act, 20 states (including California, Colorado and Virginia) have data privacy acts governing what data you can and can’t collect from consumers. You don’t want to get sued for collecting data without someone’s consent. And even if your agreement has an indemnification provision, you don’t want to be the out of home company which is splashed all over the press and internet for letting the unauthorized data collection happen.
What out of home clients do you do business with?
Billboard Insider hears that some companies seeking to place a data device on billboards are refusing to say which out of home companies they do business with – claiming that the information is confidential. This is ridiculous. Any legit company will be happy to tell you what out of home clients they have. If they won’t share industry names, they have something to hide – or they have no out of home clients.
How much will you pay and when?
You will want to know exactly how much money you will be paid and when it will start (e.g. on signing of the agreement or installation of the data collection device).
How will the agreement terminate?
You want the agreement to terminate on a fixed date or within a certain period of time if no device is installed. Don’t sign an open ended, exclusive agreement with someone who is trying to aggregate as many out of home companies as they can without actually having a good plan for installing devices and paying people.
What’s been your experience with renting (or not renting) space on billboards for data collection devices. Email davewestburg@billboardinsider.com or use the comment form below and we’ll run a followup article.
As you think through privacy issues keep in mind the OAAA’s guiding principles for the OOH Industry Regarding Privacy and Use of Consumer Data:
OAAA’s Privacy and Consumer Data Usage Guiding Principles for the OOH industry are recommendations intended to provide baseline markers that respect consumer privacy and the use of consumer data. Recognizing that the operational characteristics of OAAA members often differ from one another and technology itself changes rapidly, the following principles anticipate that individual members may need to adopt modifications that are consistent with their particular business model.
- Privacy by Design: OAAA members take privacy into account in the entire engineering process to develop products that anticipate and mitigate any privacy concerns.
- Transparency is Critical: Consumer data collection practices should be transparent and accurately disclosed.
- Legitimate Purpose: OAAA members only collect consumer data for specific, explicit and legitimate purposes.
- Compliance with Laws: The collection and use of consumer data must comply with all applicable laws.
- Individual Control: Consumers should have control over whether to disclose personally identifiable information.
- Protection of Personally Identifiable Information: OAAA members should take reasonable precautions to protect personally identifiable information in their possession from loss, unauthorized access or theft
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that says it all. good points!