Billboard Advertisers Desire Enhanced Proof-of-Performance
The industry standard for proof-of-performance reporting in billboard advertising is the American Association of Advertising Agencies’ guidelines, which state that photographic evidence of the placement of an advertisement is to be provided to the buying agency within five business days of the initial posting of an ad.
Since the emergence of the Internet and digital photography, many billboard operators have supplanted paper photos with electronic images that can be viewed on their web site. Although this development has improved the efficiency of proof-of-performance reporting, advertising agencies are seeking more thorough and unbiased verification from third parties.
One option is to hire a full service consulting firm that provides advice on prospective outdoor venues as well as performing advertising audits. These outside experts can recommend the most appropriate billboard venues for a particular demographic audience, and they can capture photos of advertisements at various times throughout a campaign.
Another option, for those agencies that prefer a less costly and more hands-on approach, is to use a service called GoSee4Me (http://www.GoSee4Me.com). This company has recruited an extensive network of amateur photographers around the globe to capture digital photos of anything in their local vicinity upon request.
An image of any object or structure, including a billboard or any other advertising media, can be obtained inexpensively from GoSee4Me because their amateur photographers bid against each other to provide the photos, which drives the price down to an affordable level. Advertising agencies can use the service as needed because GoSee4Me operates on a pay-per-use basis rather than by subscription.
Advertising agencies are seeking improvements in proof-of-performance reporting. They want to see photos of an advertisement more quickly after the initial posting, on more than one occasion throughout a campaign, and in some cases, they want the photos to be taken by an independent third-party. Agencies now have a variety of tools at their disposal to accomplish these goals.
P.O. Box 1983
Tustin, CA 92781
GoSee4Me is a privately-held web service located in Irvine, California. The company provides the first and only service that connects people who need photos of remote objects with other people who can provide those images inexpensively.
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