In the out-of-home industry the outdoor media companies aim to keep pace with the competitive numbers supplied by other forms of media. The consensus in the community if they are able to provide legitimate accurate impression rates, DECs’, finite CPMs’ that this will improve their chances of getting on the media plan for a leading brand. The formula of 'provide the numbers equates to a sale' for the vendor does not always hold true.

Thousands of dollars are spent to have an audit done by Nielsen, TAB, or Arbitron for outdoor media vendors. These studies are able to determine qualifying numbers of the mediums to disseminate legitimacy. The by-product allows the ad community that your company is at a place that can afford a study to be performed as well. These efforts are to answer the call from advertising agencies, marketing firms, and media buying services for the numbers.

The demand by the agencies for the numbers stems from the onslaught of numbers provided by other forms of media. TV, Radio and Print rely heavily on the numbers to sell their product or service and of course demographics. Media reps continue to push the audience weights and distribution that has desensitized many who buy media. While many, if not all of out-of-home vendors strive to meet these expectations, it is almost uncertain of the true accuracy. Take in the instance of HCPN who recently conducted a study with Nielsen audit which actually provided 10% increase than the original research performed by the company.

Organizations like the Traffic Audit Bureau (TAB), Arbitron and Nielsen build entire infrastructures to meet the demand. Software companies MISA (Market Information Services of America), Siroky Group, produce elaborate technical track ability of outdoor mediums. Now as the US prepares for the UK version of VAI endorsed and approved by both the OAAA (Outdoor Advertising Association of America) and the TAB. VAI stands for Visibility Adjustment Indices and it addresses measurements that consider the likelihood of the true exposure to audiences. This is done by a combination of measures including the size, and variables such as speed of the pass by, etc. The new measurements will need to be collected by perhaps 3 rd party research companies and combined into other audits performed. In the UK this has lead to many media buyers to place more confidently in the out-of-home industry. The organizations in America also feel this will have the same impact for the US markets and agencies.

With so many inroads made in auditing and measurements media planners and buyers are daunting by piles of research with the numbers. These are the same individuals who have swiftly impending deadlines, proposals, and pressure to complete a well rounded media plan that includes outdoor media. This can lead to a lack luster campaign as the loss of creativity and ingenuity is lost in the analytical process of the numbers. The campaigns that capture the attention of viewers and claim awards are those that blend both the dynamics of outdoor media backed by the behaviors of the inhabitants of a DMA and backed by the research to validate the well strategic media plan. Although many of the DMAs’ are similar they are not all the same. Buying strictly by the numbers will only lead to a cookie cutter program year after year that will ultimately lose the brand in the advertising clutter. Be creative and informed for your next successful outdoor media campaign.