One minor clarification…

January 6, 2009 by Dave Haynes

Absolutely great post, Dave. One semantic clarification on your math example above: The OVAB formula doesn’t involve or measure the network’s CONTENT loop. It’s the individual advertising campaign’s ‘loop’, the scheduled frequency that a campaign appears on the screens, that drives the formula. No doubt, the content experience should be programmed to reflect/respect the audience’s venue experience, and measuring audiences along the OVAB guidelines will help inform that process in a big way. However, audience metrics are rightly focused on estimating who will be standing near a screen – when an individual advertiser’s spot appears…