A comprehensive compilation of best practices for digital out of home (DOOH) media has been published by five leading industry trade groups. DOOH Best Practices is a collaborative joint venture between the Digital Place Based Advertising Association (DPAA), Digital Signage Federation (DSF), Interactive Advertising Bureau (IAB), Geopath, and Out of Home Advertising Association of America (OAAA). Half of the project funding was provided by the Foundation for Outdoor Advertising Research and Education (FOARE).
The organizations collaborated for over a year to produce a definitive set of best practices to serve as a guide and reference for the advertising community. Input from all groups was compiled and curated by THE rAVe Agency, a creative agency chosen for its extensive experience in the digital signage and audiovisual market as well as in B2B advertising and marketing.
The five trade organizations had previously provided best practices for DOOH independently but recognizing the need for consistency across the DOOH ecosystem. The groups came together to work on the uniform guidance being released today which not only encompasses material from the different organizations’ earlier efforts, but also includes recommendations that they developed collectively.
Gary Kayye, founder of THE rAVe Agency and assistant professor at the University of North Carolina School of Media and Journalism, said, “The DOOH market has seen tremendous growth in the last decade, but there’s still so much potential for more. It’s critical that all the players in the market be using the same language, and have technology that’s interoperable, which will make it easier for advertisers and agencies who want to buy ads on a large-scale basis find, buy and utilize available DOOH ad inventory more easily. This project is the result of five organizations in the DOOH and digital signage markets, with thousands of member companies, putting their resources together in an unprecedented way for the good of the entire industry.”