Billboards are up ✅
Place-based is WAY down ✅
Billboard owners are about to pull out of programmatic because DSPs are worse than agencies about payment terms ✅
And programmatic hasn't been enough to pull up Place-based (see also: place-based way down) ✅
So serious question...
When do we get to call b.s. on programmatic being the "growth driver of OOH" and get back to the thing that got us here - sweat equity and being awesome?
Buyers want dynamic delivery and flexible terms and everyone understands that but clearly "programmatic" isn't solving it.
The OAAA is advocating measurement standards that follow IAB suit for 'Viewability' while the digital marketing world shreds Made-For-Advertising sites because they're optimized for 'Viewability' and are nothing short of fraud.
Not to mention the inevitable Outcome Health Part II - who's it gonna be?!
And the recent OAAA-Harris Poll about GenZ and airport advertising hypes travel but the OOH US market size does not include the $3B+ spent advertising on airplanes flying ABOVE the United States (projected $7.8B by 2032).
Why are we citing that research then?
Specifically for our partners who have inventory IN the airport?
Is that where we draw the line - takeoff?
Why can't we go get the $3B added to our number and grow overnight by 35%?
We'll use convenient research up to the point that it serves its purpose and stop.
That's propaganda, not marketing.
Help me make it make sense.
Asking for a friend.
