• by Stan Federman , November 2, 2011

By updating their performance data, out-of-home professionals and their associations worldwide have made great strides in repositioning themselves to be considered mainstream media.

But they remain locked in their silo with a nomenclature for what they sell that keeps them separated from the creative process and the media planning/budgeting process.

Performance metrics of audience reach, frequency and impressions versus simple “showing” levels has made it possible for mainstream planners to think about OOH.

Unfortunately, when these planners get to the medium, they are faced with a vocabulary disconnect. Showings, boards, panels and framesare terms used by no other segment of the media business.

Screens would allow OOH sellers to maintain their OOH distinction, but the media planners and the creative directors would be able think about all of their screen alternatives when creating their plans: TV is in home screens, OOH highway and street screens, bars and public place TV screens, magazine and newspapers, tablets, movies, elevators, mall and airports, kiosk, bus shelters, point of sale and gas pumps.

Even static OOH structures can be thought of as screens, rather than just the new digital displays.

By selling screens, advertisers will have more OOH media options presented by their agencies. And OOH sellers will see their share of revenue increase.