Over the last week or so, there has been a flurry of stories floating around and many of you have asked me to share what the IBOUSA comments were. Today Anna Bager released a statement that nicely summarizes what we can expect from OAAA as our industry trade organization. Please note that the OAAA board has quite a few IBOUSA associates that serve to keep our interests in play and you can bet that at minimum a majority of the board has approved any recent actions that have been announced.

Here’s the public release in the event you are not an OAAA member. https://thoughtleadership.oaaa.org/oaaas-mission/

It has become very clear to me that the industry is pressing to align, actually since the days Nancy Fletcher and I began conversations on how to more involve the interests of our independents. Since my first meeting with Anna over a year ago, it was clear to me that she had the overall interests of the entire industry and has taken steps that will over time allow us to grow our revenues and offer our inventory easily and readily to the brands and advertisers.

Having been involved with well over a hundred hours of Media Rating Council (MRC) digital committee audits on data products and services for Google, Facebook, etc., I have an insight now as to the need for standards to be finalized for the OOH industry and guidelines on how our inventory is aggregated and delivered to the buy side.

IBO will fully support the efforts of OAAA in conjunction with other trade organizations, in particular the Media Rating Council, that governs the audience measurement products and services and provides an accreditation that will give the consumers of those products and services a transparency and confidence in the results offered. There will be a lot coming forward in this space in the weeks and months ahead. Please be patient, understanding and open to the changes that will be inherent for us to compete and maintain then improve our market share of the ad spend as an industry.

Sincerely,

Chris Cowlbeck, General Manager
IBOUSA LLC
1500 W Broadway, Ardmore, OK 73401
O: 580-226-2234 C: 580-465-5386
chris@ibousa.org

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