We received the following comments over the weekend from Kevin Gleason, former President and CEO of Adams Outdoor, and we wanted to share them with our readers as we continue the discussion on measurement for the OOH industry. Kevin continues to be a reader of Billboard insider and had seen Sean Reilly’s comments from last week.
“As an outsider looking in these days, I struggle to understand why Geopath continues to be supported by the major OOH companies. It’s no secret that Geopath has been broken for years. It’s also been brought to financial brink due to some really bad contracts with data vendor(s). The OOH industry and its advertisers deserve better.
Why not collapse Geopath under the umbrella operations of OAAA and get better measurement at a significantly reduced cost?”
Billboard Insider would like to continue this conversation about the future of measurement in our industry. Please feel free to contact us at either johnweller@billboardinsider.com or davewestburg@billboardinsider.com and let us know what you think. We will review and print the best of the bunch.
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We don’t use it and have never considered it. Most of our customers are locally owned and are only interested in how many cars go by the sign daily. When we even start to introduce measures such as Dec they get confused! All of the eyes on impressions and other information really start to muddy the waters. When we get RFPs from national agencies now they have so much what I feel is unnecessary information that I wonder who is behind these requests.
OOH measurements have been a mess ever since we got away from DEC. Yes, DEC’s could have been improved but what followed was nothing but smoke and mirrors. Now we have exceptionally good and reputable companies reporting impressions with 0+ populations. Folks, we need to get back to basics.
How does bringing it under OAAA provide better measurement at a reduced cost?
Imagine the amount of money the OAAA will spend on consultants to do this / and the re-education marketing campaigns to retrain the entire industry and advertisers about this switch.
Nobody has the capacity to go thru that…lot of fear about the unknown to what the other side looks like.