Is my opportunity, likely?

In truth, a part of me is frustrated with myself, for even weighing in on the public laundromat, that a handful have decided to make of our industry right now. However, as a few brave and often anonymous souls, have taken it upon themselves to call out sections of the industry and even individuals, here we go, I’ll be brief.

First things first, my delay in dispensing an opinion, was largely driven by the aggressive, negative and even incendiary articles and comments that some seemed to take such joy in. I find it reflective of the larger problems developing in society, whereby, ‘if you don’t agree with me, you are wrong, and I will attack’. A society cannot evolve like that, neither can an industry or a business. It’s ironic that a large part of the things written in that tone, were criticizing communication.

As an industry, we have been in a rare, incredibly blessed and rather unique situation, in having two successful, strong, intelligent and dynamic women running our two key trade organizations. When one of them departs, after an incredible 6 years in her role, a long tenure for any position these days, surely a celebration of that success and heartfelt wishes for the future should be the way? It would appear we’ve decided to pit individuals and their organizations against each other and speculate, albeit with information from, "people close", as to what may have transpired. It’s more likely that this misogynistic bullshit, would drive a powerful, smart individual to leave, over any clash with an industry colleague.

I welcome healthy, positive debate around the evolution of our medium, including voices from all sectors of OOH and the wider media industry. I need that education; I am not the oracle, and I am very often wrong. The key trigger here, seems to be around the terminology we use to identify an impression and, if you look at the definitions above, it’s a pretty close call.

I am a huge admirer of all Geopath have done over the last 6 years and prior, as am I the whole team and leadership. At no point in the recently released OAAA opinion piece, which is what I read it as, did I see anything to say they didn’t feel the same way. Nor did I see anything, stating that our current rating numbers should be inflated or exaggerated

Be it an OTS or an LTS, it is an impression, the quality of that impression is the key, not what it is called. If using the term OTS, helps us align with the wider industry great, if our OTS is held to a higher standard than any other medium, even better. Yes, other media is consistently trying to improve upon the accuracy of their measurement system, as should we. TV are figuring out how to acknowledge people may make a coffee during an add break, online are trying to add accountability to every feasible and sometimes questionable metric they deliver, these two just don’t feel the need to change the terminology, every time they improve. Let’s not put other media on a pedestal, we are not as far behind as we seem to think in this game.

My point here, is changing the name of an impression does not make it accurate. In my short time as an honored guest in this country, I have been presented ‘showings, DEC’s, Eyes on, OTS, LTS’, but I have rarely been shown what we are holistically doing with any of these, to grow our industry. It seems we create or rename things to justify what we do, not change what we do.

We are an industry shrouded in talent and hardworking individuals that really outshine any other sector. We all have one goal, and we are on the cusp of realizing it. So, let’s all play nice and figure it out together. If you want to hate this, cool, go nuts, have at it. If you want to drop me a line and have chat, have a coffee and educate me, help me with where I may have got it wrong, even better, I’d love that.