4. Aggravation of aggregation.
The past 3 years have seen several DOOH ad space aggregators go out of business. The visible reasons were lack of scale in the ad space offerings, absence of reliable ROI measurement and the high overhead of behind-the-scenes multi-network campaign fulfillment and coordination, which all happened to be manual. As a result, the first aggregators were not able to sustain enough demand from agencies and their clients.
The feedback I have been getting from the agency/media houses side suggests that there is still an acute need for an aggregator-type facility that would offer combined ad space from a large number of quality networks, brought to common denominators in media research, planning criteria and audience/campaign ROI measurement.
The next reincarnation of DOOH aggregators should avoid the mistakes of their predecessors and build their platforms on the principles of automation, standardization and accountability.
Google’s AdWords and AdSense are great examples of how such platforms might function in the digital signage/DOOH space.