Blurred Lines of Sight
Brent Baer
Sales for billboard co. baerboards. Publisher for OOHToday.com The OOH Industry’s only Independent Voice. Keep OOH Today free -subscribe today
The OOH Industry had a policy on 'Blurred Lines' long before the stolen hit song was released topping the charts and popularity. The forgotten policy is called, 'Line of Sight'.
Line of Sight of competing ads is unacceptable. Blurred Lines are acceptable.
In the last 5 years, it seems very few OOH Vendors honor 'line of sight' considerations. Back in the day, competing brands or categories advertising on OOH were expressly prohibited in the simultaneous viewing of more than one OOH unit. Non-Competitive view-ability from the same consumer perspective. i.e. same line of sight was a fundamental rule. Now competing ads in the same line of sight is very common. No longer are blurred lines honored in our business.
We have 'got to give it up'. In respect to our medium and the advertisers, let's make an effort to recognize a policy of preventing competing products in the same Line of Sight.
Any OOH Vendors care to chime in and share their policy? And how do you safeguard against?
Agencies? Is it still a consideration? Is language prohibiting Line of Sight policy present in your posting instructions? How do you safe guard to prevent? How do you verify?
Strong charting software would red flag the action. A good chart supervisor would prevent and yes, the media contractor as the last line of common sense, would phone in and question the placement prior to install and Cut Le Crap out.
Demand a revival of Line of Sight policy. Call it, 'Bring Back Blurred Lines!'
Classic LOS below. Diageo can not possibly like this placement.
Owner at Page Outdoor Advertising
9 年I suppose the very last safeguard would be to have your installers or bill posters question before installing!
Digital Out of Home Sales Professional
9 年Back in the old days, line of sight consideration was written into contracts. Over time it became assumed that line of sight was to be be observed. I remember when chartists ldid their best to avoid this. Then buys were being split and companies no longer had an idea of what the market buy looked like as regards competitive vendors. Buyers hold the key in large part for the nessecary communication that will help avoid this.
Consultant/ Entrepreneur / Senior Project Management/ Result Driven Management
9 年I am in total agreement with line of sight issue we face. Let's cut le crap. It does'n take much if all parties involve from charter supervisor to contractors installing media do their due diligence. Thanks Brent.