Insider has learned that after 5 years of crafting, analysis and feedback from media owners, data providers, agencies and brands from continental and international sources, the Media Rating Council has released the OOH Standard draft for public comment which ends Dec 18th, 2023. Please click here for the MRC release and instructions to collect public comment in addition to the work from the large working group that was open to any interested party to participate.
Setting a standard for impressions to be audited will provide transparency and a confidence to the buying community to help grow revenues for OOH. MRC is a non-profit industry association established in 1963 by the US government and comprised of leading television, radio, print and digital media companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective and who measures and accredits the familiar Nielsen rating services as well as other digital on-line platforms like YouTube, Facebook and Instagram.
Interested parties can provide commentary or suggested revisions via email. Revisions made as a result of these comments will be considered by the MRC prior to the release of the final version of the Standards. Commentary or suggested revisions to the draft document can be emailed to the MRC at mrcstandards@mediaratingcouncil.org. The comment period runs through December 18th.
Insider’s Take: If all goes well, the OOH industry may see a final version from the MRC early next year. The ultimate goal is to build a stronger confidence level so the agencies and brands will allocate more of their budget to the OOH space. Stay tuned.
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