How Reporting Strengthens OOH and Ways to Make it Better

There are many important reasons to report ad spend:

1. Robust monthly revenue reports to Miller Kaplan and Kantar are critical for accurately reporting the vibrancy and growth of the OOH industry. 
2. Accurately representing the size of the OOH industry can translate into increased business, interest from the press, interest from Wall Street, and respect from the public. It is about defining OOH success, credibility and economic impact in our communities across the US.
3. Our customers (advertisers & agencies) consistently ask for competitive information to build their marketing plans. They want to know what competitors doing, what markets they are in, and what OOH formats they are using. 
4. OOH planning and buying services use competitive information as a benchmarking tool as well as a guide when comparing marketing strategies to make critical decisions on OOH spending.
5. Competitive information can help clients determine how big an OOH buy needs to be  either to stay competitive in a market or to dominate their category.
6. Accurate competitive spending reports are something advertisers and their agencies expect from a mature and primary medium. This information elevates OOH to the media status it deserves alongside other core media.

You can help improve OOH reporting:
 

1. Billboard companies represent the majority of companies that routinely report their revenue. To provide a more comprehensive view of the size of the OOH industry, revenue reporting is needed from all OOH media formats to deliver an accurate portrayal. 
2. Both Kantar Media and Miller Kaplan have worked with the OAAA to develop simple formats for reporting revenue. Their forms Miller Kaplan Arase Revenue Reporting Form and Kantar Media Ad Spend Reporting Form are straightforward and your revenue reporting systems can be easily manipulated to provide the few data fields required. 

 

Guidelines for Revenue Reporting

 To ensure industry revenue is accurate and correctly represented in the advertising and media
 community, OAAA recommends OOH media companies report revenue to the following companies.

Source	Collection  Frequency	What's Collected	How Used
OAAA	Annually	Auditor statement of total  CY/ FY revenue	To determine dues level & to produce aggregate  industry facts & figures
Miller Kaplan	Monthly	Revenue by format	Basis for OAAA quarterly industry releases by format
Kantar   Media	Monthly	Revenue by market & by  advertiser	Basis for OAAA quarterly revenue releases &  competitive spending requests from members

 

 How to Report

Source	What to Report	Who to Contact
OAAA	· Total net revenue by format (all forms of  billboard, street furniture, transit, and  alternative media should be identified)  · Total number of displays	Marci Werlinich  Executive Vice President of Operations  1850 M St., NW  Ste #1040  Washington, DC 20036  (202) 833-5566  (202) 833-1522 fax  mwerlinich@oaaa.org
Miller Kaplan	Monthly Net Revenue by Type of OOH  Category  · Bulletins  · Posters  · Digital Billboards  · Street Furniture  · Transit  · Alternative Media  · Digital Place-Based  · Cinema Miller Kaplan Arase Revenue Reporting Form	Andrew Rosen  Miller Kaplan Arase  4123 Lankershim Blvd.  North Hollywood, CA 91602  (818) 769-2010 x1108  (818) 769-3100 fax arosen@millerkaplan.com
Kantar Media	Month and year of advertisement  · Market name  · Product class  · Advertiser name  · Type of OOH unit (all forms of billboard,  street furniture, transit, and alternative  media should be identified)  · Net revenue Kantar Media Ad Spend Reporting Form	Erica Smith Erica.smith@kantar.com (757) 213-2113