Mobile Location-Based Standards and the Future of DOOH

Did you know the MRC-sponsored Location-Based standards are important to the future of DOOH?

In this video, I will explain the significance of the Interactive Advertising Bureau and the Mobile Marketing Association’s Media Rating Council-sponsored audience standard, which is dubbed the Location-Based Advertising Measurement Guidelines, to the digital out-of-home and digital place-based space.

And it risks to be highly significant indeed.

Barely two weeks after the DPAA released their MRC-sponsored audience standards, the Location-Based Guidelines hit the wire. The difference between the two types of media, despite carrying synonymous terminology, is in their perspectives.

Digital place-based is about fixed screens in particular venue types such as malls, office towers and gas stations to name a few. These screens deliver a common or shared experience to those at said venue.

Location-based media, however, is more about personal screens which deliver a private experience via an individual’s mobile screen.

Then how are they linked?

The Location-Based standards are based on proving the context of an ad play. In particular, the location of the audience when they consume the ad. This is because the ad buy is itself conditional to geo-positioning parameters such as point-radius, e.g. 1 mile from my stores, or a polygon form, e.g. within an airport. It also carries with it a potential altitude, e.g. on the second floor of that airport.

When described that way, it definitely seems like DOOH and Place-Based screens should be able to deliver that type of proof, right?

The challenge is that mobile display ads carry a “clickable” call-to-action. Each display ad has a target URL which leads the viewer to the next step in that advertiser’s funnel. At the moment, DOOH does not have a ubiquitous mobile bridge method, i.e. the “click” of out-of-home.

But what about location-based mobile video ads? They do not carry a URL target.

Exactly.

So, if DOOH and Place-Based can deliver a platform which is compatible with mobile creative, then all it needs is to deliver accountability compatibility. Could a computer-vision based solution like Quividi act as a bridge?

Look for more DOOH Decoded videos in the future which will go into detail on both compatibility topics: accountability, which is about proof of audience context, and creativity, which is about vertical audio-optional video like we see on Snapchat.

Alright ninjas! This has been DOOH Decoded telling you why the MRC-sponsored Location-Based standards are important to the future of DOOH.

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