It just dawned on me that despite the runaway popularity of the medium which I am most involved with (Out Of Home Media), the industry is really in its infancy given the lack of data and clearly defined parameters on who takes on what.  Really it's quite like a chicken and egg situation.

I post this as a reflection from a presentation I had yesterday wherein three parties were involved.  Client/Advertiser, Agency OOH Specialists, and myself as a third party resource.

In the course of the presentation, I posted these questions on one of the slides, not that we would discuss them one by one, but as a means to show that these are the vital questions which remain unanswered.  Since my multiply site is connected to so many friends in the ad industry, I'd love to hear your comments on this.

Here are the Vital Questions on OOH Unanswered:

1. When will there be a unified source of data for OOH media related questions (here in the Philippines?);
2. Who will spearhead that data source?
3. How can creatives, account executives, and clients alike be educated in mastering the OOH medium?
4. Given the rise in OOH specific tasks, is there a need to supplement common media planning skills with OOH specific intelligence?
5. Who can/will provide the training for such?
6. Which entity will champion the growth for this medium over the next five years (given that there is so much hype about digital media these days)?
7. What is the viewpoint of advertisers when it comes to the role of OOH?

Your thoughts will be highly appreciated.