Outdoor bosses slam OIS viewability claims
Outdoor advertising vendors have slammed claims from compliance company Outdoor Inspection Services which suggested up to 10% of the outdoor market was not delivering ads correctly.
Brendon Cook, CEO of Ooh Media, said the report was a “gross misrepresentation” of the situation at hand.
OIS claimed up to $90m of outdoor advertising was wasted on poor viewability
I have a serious crush on brendon cook.
Facebook should employ him to clean their mess up.
From our experience of the UK market OIS are correct that issues occur with both OOH and DOOH and it’s often an unpalatable truth that media owners don’t like or care to acknowledge. In the UK the ‘error’ rate has been consistently 5% to 6% for several years which, when you factor in the higher costs of DOOH, can make it an expensive loss of delivery. As OIS suggest, maybe it’d be better to be more collaborative addressing the issue (which benefits the advertisers) rather than shooting the messenger.