The AAAA Out-of-Home Media Committee, chaired by Steve Mueller of Outdoor Services, recently met with Outdoor Advertising Association of America (OAAA) representatives to discuss updating proof of performance reports, particularly for the new digital billboards.
Digital Proof of Performance
The Committee and OAAA agreed upon new guidelines for the reports for digital units. These reports provide a spot or "play" list similar to what is common in radio and television reporting. They are generated by the out-of-home vendor's computers that operate the digital networks and provide exact campaign details. This precise reporting eliminates the need for photographs, which will no longer be provided by out-of-home media vendors for digital billboard proof of performance.
This is a first step in the right direction for all of the out-of-home agencies to take, and will be especially important to those who make their living selling (or selling on) advertising-driven digital signage networks. The AAAA and OAAA are both long-standing organizations with massive memberships, and unlike many of the newer orgs started specifically to handle digital out-of-home stuff like digital signage, they have the clout and relationships with agencies to make many think that these report requirements might actually become de-facto standards. The digital proof of performance spec can be downloaded here [PDF link].