JCDecaux’s recent stunt was a pretty clever way of getting advertisers attention. They went on Google Street view to find which advertisers OOH placements had been documented on the service, sending them an invoice for the digital impressions. This was a stunt to get advertisers to listen to their sales pitch, but it raises an interesting point about the future of earned media. As we increasingly document the world around us, every OOH placement has legs far beyond those physical impressions. Google Street view is just one example but advertisers need to factor in all the earned media. As geotagging and image identification get more precise, expect this to be part of the standardized reporting.