The Out-of-Home Video Advertising Bureau has told the American Association of Advertising Agencies media research committee there are three key factors in measuring digital screen networks:
- A network’s “gross venue traffic” – which is another way of saying foot traffic, footfall, or how many people darken the doors day to day
- The ability of ads on a network to be noticed – that one’s a little squishy, and has to do with dwell time
- The network’s “presence in the zone.” – which seems really squishy and subjective
Suzanne Alecia, the new president of OVAB, introduced these guidelines during that MediaPost Digital Out-of-Home Forum earlier this week. Scouring around on the OVAB website, and reading through news stories, I couldn’t find anything to elaborate on the squishy stuff.
Alecia did tell the forum the guidelines have not yet been published, and conceded they were not perfect but a “reasonable compromise” for a nascent industry.
Anyone know anything more?
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.