New Nielsen-backed research on video consumption passes on DOOH

October 19, 2010 by Dave Haynes

The Nielsen-backed Council for Research Excellence has issued an RFP looking for an overview of research on how people consume video media these days. But unless the steadily growing number of DOOH network screens is considered “Others”, the council is not thinking at all in terms of digital signage screens being part of the study mix.

The Media Consumption and Engagement Committee would like to explore current research regarding new video media usage in order to design and execute new research. By reviewing the methodologies used and findings regarding the usage of new media devices and extended screens, we will be able to ascertain key questions and methodologies for future research.

Objectives: To delve more deeply into the viewer experience to gain a broader overview of items that can be measured, as well as explore the implications of any new methodologies for measurement. More specifically, we would like to look at uses of the following:

  • Live viewing (base measure)

  • Screen size impact

  • HD TV

  • DVR

  • VOD

  • Streaming (all formats)

  • Mobile (all forms)

  • Game console

  • 3D TV

  • Interactive/Addressable TV

  • Internet-enabled TV

  • Tablet PC

  • The “next big thing” (whatever that device may be)

  • Others, as may be found in the course of the review

I doubt DOOH would be lumped in as the next big thing, so that leaves “Others” … or not at all.

The research is supposed to look, among many things, at variables and influencers like context and physical location … so it is definitely research looking at what’s going on both inside and outside the home.

In relative terms, DOOH is still small medium. One of the challenges the industry’s advocacy organizations face is ensuring the medium is at least factored in when work goes out that looks at how people consume media.

We know DOOH screens running video in everything from coffee shops and elevators to fitness clubs and gas pumps are part of the everyday consumer journey. This is more evidence that the DOOH part of everyday media consumption is not quite registering with the research groups that have a big influence on media spend.

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