In Out-of-Home Area

While advertisers are pouring money into out-of-home media—which is enjoying 10 percent ad revenue growth this quarter—they know very little about the industry’s initiatives to keep those dollars coming. That’s according to a new survey of advertisers set to be unveiled today at the first ever out-of-home advertiser forum held by the Traffic Audit Bureau in New York.

Conducted in cooperation with the Association of National Advertisers, TAB surveyed ANA members about their use of out-of-home and their awareness of the industry’s efforts to develop a ratings currency, improve accountability and create new venues and types.

While respondents—who tend to spend less than 5 percent of their media budgets on outdoor—rated the need for proof of performance, research and ratings as very important, nearly half were unaware of the medium’s new proof-of-performance systems introduced last spring by the Outdoor Advertising Association of America and Zoom Media. More than one third were unaware of research initiatives by the TAB or Nielsen Media Research, owned by Adweek parent VNU.

“So much has evolved and exploded in outdoor. The industry has taken control of audience measurement and made some serious strides that are admirable and needed,” said Mark Kaline, global media manager for Ford Motor Co. “But there isn’t a broad depth of knowledge … throughout the advertiser base.” Described by Kaline as a “one-day outdoor boot camp for advertisers,” the forum is expected to draw about 200 advertisers like Kraft, Procter & Gamble and Unilever.

“For advertisers and agencies, out-of-home is a separate line or add-on. It hasn’t been considered with other media. Now it’s moving into the 21st century,” said research consultant Tony Jarvis.