During the Digital Advertising Alliance Summit, 2017, an innovation panel devoted to Out of Home Advertising  included business leaders discussing how audience data is playing a larger role in this oldest of advertising media. Ken Klein, who leads government affairs, at the Outdoor Advertising Association of America explains how Digital Advertising Alliance Principles serve as a model for responsible data collection and self-regulation in this dynamic area of advertising.

We’ve excerpted a portion of Ken’s comments on data and the future of out of home advertising:

“The industry is changing rapidly from the old days when a painter would take hours and hours to paint a billboard to then printing a billboard and now to digitization.  So with this change in technology comes the use of data.  This goes back to the oldest joke in advertising where Wannamaker in Philadelphia said I know that half of my money in advertising is being misspent I just don’t know what half.  So as we try to shrink that 50%…outdoor advertising is using data to find the audience that matches that message.  Generally we’re not in the data collection business but we’re using cell phone and other data to target the customer with that message.”

You can watch the entire 3 minute interview below.

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