Recently, I’ve received concerned calls from several ADCENTRICITY network partners about unauthorized campaign flight audits occurring in their venues – all of which are private property. While this practice is not new and certainly happens across all industries, a growing number of organizations concerned about competition, privacy and general security issues, are implementing “clean store” policies strictly regulating access to their stores/venues by unauthorized commercial 3rd parties. In DOOH it’s further complicated by the fact that the network operator usually does not own the venues in which their screens are installed.
ADCENTRICITY’s position on audits is that they are a necessary and beneficial practice for DOOH. However, we also believe that these audits should take place with the full knowledge and participation of everyone involved. We actively encourage our advertising clients to inform us ahead of time of their intent to perform an audit so that we can work on their behalf to secure the necessary approvals, ensuring that the audit runs smoothly from a tactical perspective. While concerns that this eliminates the element of surprise and gives networks the opportunity to “clean up their act” have been raised, if full disclosure leads to a higher diligence around campaign delivery isn’t this the end result that everyone is looking for?
Interesting. There’s so much money to be made from digital signage nowadays they’ll be plenty of audits.