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.