Since 2014, the DMI has developed standards for market research, creatives, technology, programmatic advertising, and master data in collaboration with industry participants. These discussions will continue from 2022 within the working groups of IDOOH.
– Standards enable market growth –
Without standards, each market participant develops their own definition of DOOH contacts and their own formats for master data, media data, and pricing structures. This leads to a lack of clarity and confusion for advertisers and their agencies. Without standards, the market becomes fragmented, making it more difficult to book large DOOH campaigns.
DOOH therefore requires its own definitions for contact measurement and tracking, as well as customized formats and protocols for areas such as programmatic advertising. Only with such standards will cross-media bookings, such as integrated video campaigns, be possible:
Master data is a central pillar in measuring the performance of DOOH media. It also plays a crucial role in mapping DOOH offerings in analytics tools such as mediMACH. Therefore, in addition to core master data (such as location lists and other qualifying information about advertising media), pricing and booking units (the products) are also required:
The environments for DOOH advertising spaces have been categorized and standardized for integration into planning tools, DOOH master databases, and programmatic infrastructures:
The DMI working group “Programmatic DOOH” and the DMI expert commission “Programmatic DOOH” have presented standards for processes, IT security, and pricing systems for programmatic DOOH advertising:
Furthermore, the DMI working group ‘Programmatic DOOH’ has introduced the OpenRTB standard for programmatic DOOH advertising, which has been released in a second, revised version for review and feedback.:
Additionally, the DMI working groups and the ‘DMI Expert Commission on Tracking Data’ have developed a standard format for tracking data. This format enables the uniform exchange of geo-tracking data between different technical systems, both as live and batch data.:
Given the wide variety of formats for DOOH ad creatives, standards have been defined for DOOH file formats.:
The DMI strives to enhance understanding among all market participants—particularly creatives—of the creative possibilities and requirements of the Digital Out of Home medium. To support this, the Institute for Communication Analysis and Optimisation (IKAO) has established 10 Golden Rules.:
Not only media planners at agencies but also the integration of pricing structures into technical systems (e.g. the DOOHRY database) and programmatic infrastructures require greater standardization of media data and pricing models. To address this, the DMI has developed guidelines for media data and a unified pricing system in collaboration with industry representatives across various working groups:
As the basis for certifying DOOH providers, quality standards have been defined for hardware, software, and processes in DOOH systems.:
Industry representatives at the Digital Media Institute expect that DOOH media will, in the future, meet similar reporting standards (real-time or near-time reporting) as online media. However, the following consolidated reporting standards are currently in use:
