The Out of Home Advertising Association of America (OAAA), the trade group representing the Out of Home (OOH) advertising industry, released a methodology for capturing mobile advertising IDs representing the audience exposed to Digital Moving Out-of-Home (DMOOH) media.
The guide is a road map for addressing the challenges of capturing accurate data for a special class of Digital Out of Home (DOOH) in which the advertising venue’s location is not fixed. The goal of releasing this report as an addendum to the OAAA’s “DOOH Exposure Methodology Standardization Guidelines and Best Practices,” is to encourage greater adoption of the DMOOH format by omnichannel marketers.
The framework lays out differences between capturing DMOOH exposure versus traditional DOOH methods. Chief among them is input variables require two sets of longitude and latitude data (for start and end) and timestamp, as well as media position on a vehicle. Additionally, the guidance specifies the need to capture vehicle types, provides recommendations on minimum connectivity requirements and the use of routing engines, and more.
“Finding out who was exposed to an ad as it traveled from point A to point B is becoming easier with the wealth of technology available at our fingertips,” said Anna Bager, OAAA president and CEO. “This guidance enables marketers to maximize their exposure data by using the most accurate collection methods and as such will create greater confidence among industry players to explore DMOOH.”