• by Joe Mandese  @mp_joemandese, April 14, 2011

Starcom's Jack Sullivan pointed out that as good as the out-of-home buying community understands the value of digital OOH, there still needs to be some education and integration on the media planning side. He said digital OOH platforms and data need to become better integrated into Madison Avenue's leading media planning software systems, such as MIS.

On top of that, he said, vendors need to spend some time educating the media planners at agencies.

And they also have to do a better job of standardizing their metrics so that they fit better into planning modules.

Hill Holliday Media Director Cindy Stockwell concurred with Sullivan that education is the big barrier for the digital OOH medium. On top of that, she suggested, better "effectiveness research." She cited the kind of campaign effectiveness research that Dynamic Logic did for online media, which helped it get on base with the planning teams at big agencies.