The Role of Trade Groups in Unifying OOH Metrics

Data consolidation and standardized key performance indicators remain major challenges for the growth of out-of-home (OOH) media in Brazil. Luís Felipe Loli Argello, CCO at We OOH, discussed the role of industry trade groups with Bruno Gimenes on Marketing - The Podcast, emphasizing the urgent need for methodological alignment among the sector's primary bodies.

In the video above, Argello explains that established bodies in other media sectors—such as the IAB in digital advertising and various broadcast associations—set consolidated standards years ago. In out-of-home, however, a lack of leadership consensus still causes methodological fragmentation, making it harder for advertisers and agencies to evaluate inventory.

Argello points to ABOOH, currently chaired by Felipe Virant, and Central do Outdoor, led by Alisson, as essential players that need to converge. In his view, isolated initiatives by individual major players create market instability: "Until ABOOH, Central do Outdoor, and any other relevant association sit down together to unify these metrics and standardize OOH terminology, we will keep bumping heads."

The executive notes that ABOOH recently presented a study, released between 90 and 120 days before the recording, focused on establishing new measurement baselines. Argello points out that past regulatory models, such as the audits required for Brazilian federal government campaigns, prove that standardized rules are viable, but must evolve to address technical nuances and the medium's ongoing digitization.