Russ Curry, Ministry of New Media
IAB UK’s DOOH Advisory Group, Outsmart and Route have just released a new Digital Out-of-Home Glossary which includes a set of shared terms across multiple areas, including measurement, programmatic and targeting.
Tina Lakhani IAB UK’s Head of AdTECH, said “As the technical capabilities of DOOH advertising have grown, it has become increasingly clear that the industry needs to develop a shared language as a crucial step towards further standardisation. Agreeing on a core set of technical terms not only makes the industry more accessible to advertisers, it is also key to greater transparency and sustainability for this burgeoning sector.”
Last June 2020 saw the release of IAB OpenDirect (OOH), the programmatic direct trading standard in OOH. While the glossary currently only applies at a UK level, the aim we believe is to drive adoption globally and use this as a base to develop a set of cross-industry standards.
Tim Lumb, Director of Outsmart, commented: “Language and definitions are foundational for media accountability, and as DOOH continues to grow both in stature and capability – offering 60+% weekly reach of the population with fantastic targeting and creative dynamism – it makes perfect sense for IAB UK and Outsmart to collaborate and deliver standardisation for clients.”
Robert Ray, CEO of Route, added “Route is unique amongst audience currencies because it measures viewed impacts for advertising, rather than OTS or impressions. The new DOOH glossary preserves this important distinction, which is vital for the continued transparency and accountability of the medium.”
IAB UK’s Digital Out-of-Home Advisory Group includes: Adform, AdSquare, Adstream, Amazon Advertising, Bauer Consumer Media Ltd, BPA Worldwide, Dynata, Global Media, Goodstuff, Hivestack, Knitting Media, Magnite, Omnicom Media Group, Outsmart, Posterscope, Publicis Media, QDOT, Route, Scoota, Spark Foundry UK, Starcom, Talon Media, The Trade Desk, the7stars, Tide, Tug Ltd, UniLED Solutions, Verizon Media, VIOOH, Vistar Media, Zoom Media.
The AdTECH: OOH – London Conference takes place at #SamsungKX on Thursday May 11, 2021. Registration for the conference can be found here.
London Digital Signage Week takes place May 10-14, 2021 and as with its counterpart in New York, the week is for anyone involved with digital signage and interested in AdTECH, digital out of home, LED, AV, retail, employee communications, smart cities and of course digital signage!
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