Does out of home have an ad placement problem?

In the past 12 months, trust and transparency have established themselves at the top of marketers’ priorities with industry figures such as Procter & Gamble’s Marc Pritchard urging those client-side to educate themselves better about how, when and where their ads are appearing.

In the digital space, there has been no end to the forces impacting viewability and brand safety leading to increased scrutiny of other mediums that previously hadn’t been under the spotlight. One is out-of-home, which has become the sector to watch following a series of major mergers and acquisitions. With significant investment in recent months in building digital inventory, and associated revenues reflecting this, a greater focus on compliance in the sector comes as little surprise.

Debate is raging as to whether outdoor has a viewability problem – or not