Do we need a uniform DOOH database for agencies and the public sector to choose the most suitable DOOH solution?
I went to work on this and established rather quickly that I was right: there is no such list.
The closest thing to a DOOH suppliers list can be found on the Website of the new Outdoor Media Centre, formerly known as the Outdoor Advertising Association. And I have to say a big “thank you” to Mike Baker, CEO of the Outdoor Media Centre, for advising me of that.
My only concern is that this list is slightly biased, being only for Outdoor Media Centre members, who pay an annual subscription. Therefore my concern is how accurate it can be. Digiadvans.com are not on this list, though we are at application stage, and many other media owners are not on this list either.
Look everyone: we need this list if agencies are to have a fair and accurate crack of the DOOH choice whip!!
The more folk we discussed this with the more we identified the necessity for this list. But the bottom line is cash, that old lady in black, unadulterated, no-nonsense cash. Money would be needed to do it. Anyone out there that has a spare bag of cash, please email me.
I received 27 personal emails from the DOOH industry and the agencies highlighting that this issue was not only valid but topical. We all agree that this list needs to be in place and we all agree that this list would improve media buying patterns and, hopefully, spend.
So why don’t we have it, or better still, when will we have it?