What's Happening?
At the OAAA 2026 Media Conference, research was presented showing that Out-of-Home (OOH) advertising delivers significant performance outcomes, such as increased website visits and app downloads. Despite these findings, OOH remains undervalued in marketing
mix models (MMM), which are crucial for budget allocations. The complexity and fragmentation of the OOH industry contribute to this undervaluation. Veridooh's independent verification, combined with Geopath's audience metrics, aims to provide more accurate data inputs for MMM, potentially improving OOH's representation in media budgets.
Why It's Important?
The undervaluation of OOH in MMM affects investment decisions, leading to a cycle of underrepresentation. Accurate data inputs are essential for fair budget allocations, impacting how brands allocate their advertising spend. By improving data accuracy, OOH can compete more effectively with digital channels, potentially increasing its share of media budgets. This shift could lead to more balanced advertising strategies and better resource allocation across different media types.
What's Next?
The integration of Veridooh's verification with Geopath's metrics is expected to enhance the accuracy of MMM inputs, potentially leading to increased investment in OOH. As advertisers gain confidence in the data, they may advocate for greater inclusion of OOH in their media strategies. This could result in a more diversified advertising landscape, with OOH playing a more prominent role alongside digital and traditional media.
