PeopleCount packages up quick, OVAB-aware research program for DOOH networks

February 19, 2010 by Dave Haynes

One of the the reasons more audience research is not done in the digital out of home sector is that companies launching or already operating networks are terrified of the costs.

Simply put, it’s not cheap if you want to get it done right. But in context, it doesn’t have to be crazily expensive either. And now there is a number to at least use as a reference point for budgeting a serious research program.

One thing that is increasingly certain is that it is essential to have solid audience metrics if you want to get taken seriously by media planners and, more to the point, get on their ad budget plans.

Toronto audience research company PeopleCount did a deal last year with Adcentricity and packaged up research in a range of offers from Lite to Acute, and now PeopleCount has developed and branded a new pre-packaged audience metrics service for DOOH networks called Digitalcounts Expresso.

The program was announced this morning …

“Feedback from advance presentations made to select DOOH networks and aggregators has been very positive,” notes Kelly McGillivray, Peoplecount’s President and Chief Methodologist, adding: “DOOH networks are welcoming the standardized format and affordable price. They like the fact that a consistent approach will make it easy for media buyers to compare networks. Networks who delayed research in 2009 due to the economy are eager to catch up and are happy with the quick turnaround.”

The pre-packaged service is offered at a competitive price of $39,800 and includes the three OVAB metrics components cited in its Audience Metrics Guidelines: Presence (the people count at the digital signage), Notice (the proportion of audience that sees the screen) and Dwell Time (how long people spend in the venue).

The Digitalcounts Expresso package includes a standard 1,000 intercept surveys and 150 hours of in-venue counts across a sample of 20 venues in up to three markets. The Expresso summary report provides audience metrics and insight. For OVAB members, an OVAB Disclosure Form is completed. Expresso also delivers valuable audience insight like audience demographics, media acceptance, frequency and interaction or participation rates. Peoplecount will also provide a detailed technical report for in-depth analysis.

“Until now, there hasn’t been one consistent standard in applying the OVAB Audience Metrics Guidelines,” McGillivray observes. “The Guidelines were introduced over a year ago and, to date, 12 network operators have completed and published audience research. The methods and sample sizes vary quite a bit.”

“To be frank,” continues McGillivray, “we were not interested in mimicking the sparse sample sizes that we’ve seen elsewhere in the marketplace. The Expresso service is robust enough to stand on its own, and it provides an excellent starting point for DOOH networks who wish to pursue further accreditation down the road.”

Digitalcounts Expresso is available in both the U.S. and Canada.