OVAB’s Audience Metrics Guidelines
January 20, 2009
I know, I know… Talking metrics and research in any topic could be pretty dry… But straight out of the OVAB (The Out-of-home Video Advertising Bureau), a potentially critical and industry-shaking “Audience Metrics Guidelines” has been released recently(Full PDF Guideline in the link below) in the attempt to bridge the gap between the marketing potential and the industry’s ability to standardize the way the audience is measured, proposed, and reported in digital signage / TV network space.
I have personally seen the progression of this process in 2008 due to the position I held as an analyst, and the fact that being “OVAB-compliant” during the media planning, media asset / product development, and reporting processes quickly became critical at the company I worked for, which is rightfully so. To develop something to become the industry standard is challenging, but OVAB provides an excellent ground work, and the potential solution to the ever prevalent question in the Out-of-home / digital signage space: “How is your audience measured?”
OVAB FINAL 102408 no watermark.pdf (application/pdf Object).
Entry Filed under: Research & Metrics. Tags: Audience Metrics Guidelines, Digital Sigange Networks, Digital Signage Metrics, OOH, Out-of-home Video Advertising, Out-of-home Video Advertising Bureau, OVAB.
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