Dynamic Fleet Media Roundtable

Geopath will host a continuing series of roundtable discussions to solicit the business challenges of dynamic fleet-based media owners and determine the business requirements necessary to develop a next-generation dynamic fleet measurement solution that best meets the needs of these media owners/operators.

Within this area, there are two documents for discussion:

1. Dynamic Fleet Measurement Product Summary (answers the question, “in general, what does Geopath need to build, and in what sequence, to better meet the needs of fleet media owners?’)

2. Dynamic Fleet Measurement Product Charter (answers the question, “what business challenges are fleet media owners & agencies facing, how can these challenges potentially be overcome with a new measurement product, and what ought Geopath build to deliver useful measurement capabilities?”)

Once the completeness of the documentation is agreed-upon by roundtable members, Geopath will proceed to directionally estimate the labor costs, input data costs, and dependencies to implement the agreed-upon solution and deliver a proposal for development to the roundtable group with a request to fund the effort.

Our initial questions to gauge business requirements and priorities are broken into 4 topic areas:

TOPIC AREA: "What does 'good enough to sell' look like today? How is it accomplished today?"

Context: Geopath understands that dynamic fleet operators believe that opportunity-to-see (OTS) impression metrics are a key audience measure required to sell mobile OOH inventory and should likely be the first metric to prioritize. For complete context we’d like to understand more about the nuances of what is sold, under which terms, and why (per ad format/unit) so that we can properly understand the nuances and unique advantages for the mobile OOH medium.

1. For each ad format sold, what audience measurements are used to sell ads today and on what specific deal terms? (we would like to make this an exhaustive list)

2. For each ad format sold, what data sources and/or third party vendors are used to source 'forecasted' impressions today (e.g., Streetlight, Streetmetrics, etc)?

3. For each ad format sold, which data sources and third-party vendors are used for 'as delivered' impressions (e.g., individual ad logs, third party measurement providers, etc)?

4. For each ad format sold, is the ability to deliver 'performance measurement' a mandatory part of the measurement ? If so, how is this achieved today (e.g., direct response measurement via QR codes or short URLs, custom brand lift surveys, etc)?

5. For each ad format sold, what campaign outcomes best inform a buyer's decision to continue advertising with you (e.g., outperformance against an stated goal, lower CPM than alternative channels like TV/digital, etc)?

TOPIC AREA: "what objections are raised regarding the measurement provided today? what specific kinds of buyers (and representing which ad spending budgets) are raising these objections?”

4. Beyond the common buyer question “are you in Geopath?” and the assumption that OOH media buyers are familiar with leveraging Geopath tools & data, are there other specific reasons ad buyers have previously highlighted the need for independent measurement? If so, have these objections been overcome with alternative measurement vendors for any specific mobile OOH ad formats?

5. How, if at all, does the existing precision of the mobile OOH ad campaign measurement available today block your ability to sell?

6. If internal ad servers, vendors like Reveal/Mira and Streetmetrics, and other custom solutions are used extensively for measurement needs today (and all vary by ad formats), what significant objections/issues with these measurement vendors outputs currently exist per ad format?

TOPIC AREA: "how do you deliver, track, and report on your ad inventory today? Is the available ad inventory served digitally and distributed to specific vehicles on-the-fly or in batch?

8. How are the majority of ads distributed on your vehicles sourced today? From buying agencies directly or through some kind of third party platforms (e.g., Vistar)?

9. How are digital ads electronically distributed to your vehicles today? Are they distributed via proprietary ad serving technologies or packaged ad servers (e.g., Broadsign), and is this distribution done 'over the air' or nightly/weekly in batch (when vehicles return to garages)?

10. Do you track the speed of your vehicle alongside lat/long data? Is speed/GPS/ad serving data captured in realtime or is it saved on the device and synchronized on a specific cadence?

TOPIC area: “what ad spending budgets are you competing for today and how do you differentiate yourself?”

1. Is it fair to say that the vast majority of advertiser spend you're capturing for dynamic fleet campaigns was spending that was already allocated to the OOH advertiser budgets? Or are your organizations successfully acquiring share-of-spend from digital budgets given the ability to physically move the OOH media to target audiences where they congregate?

2. For each ad format sold, what exactly is your unique selling proposition and how do you compete on that imperative (e.g., compete on cost relative to other mobile OOH vendors with larger counts of fleet vehicles, compete on ad exposure and retention of brand message with largest sized inventory, compete on quality of targeting for audience impressions with movable signage that achieves large frequencies of exposure over the course of several days, etc)?