“There appears to be an industry consensus on the need for industry standards and measurement. How should the industry go about developing and implementing these?”
Creative and diagnostic standards are imperative to growing digital out of home. We need to make sure clients are not having to create 25 versions of the same execution just because of the particular product it will run on. It’s too easy to leave a product off the buy due to the extra creative costs/time involved. Diagnostics are critical in making sure the spot played successfully and that the display outputted it correctly. Here at CCO, we assume the spot didn’t play and leverage all available hardware diagnostics to prove that it did. We all need to work together via our different standards and organizations to agree and adapt to sensible creative and diagnostic standards so that we can best serve our mutual and future advertisers.