OVAB to release audience metrics recommendations at month's end

October 1, 2008 by Dave Haynes

My BroadSign colleague Nurlan has a post up on the company blog about the Out-of-home Video Advertising Bureau getting set to release its audience metrics guidelines later this month at an OVAB digital summit in New York.

Although I was involved in the reviewing of the Guidelines and provided some input as well, I cannot disclose any details of the document until the official presentation. Essentially it is a set of principles long-used in mainstream media buying that are applied to standardize the DOOH ad space and make it easy to plan and buy. The result is a simple formula to calculate the audience metrics in a way that would make sense to media buyers and their clients. The ultimate goal of OVAB is to turn DOOH from an alternative media option, an innovation, into a commodity, i.e., a line item on the media plan, with appropriate budgets allocated ahead of time, and not as an afterthought. 

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