OVAB Debuts New Audience Metric

In the US, the Out-of-Home Video Advertising Bureau (OVAB) has unveiled details of guidelines for out-of-home (OoH) digital and video ad networks and research providers to follow in order to capture comparable audience data.

The Audience Metrics Guidelines contain details of OVAB's new Average Unit Audience metric, which will allow for consistent reporting of audience measurement in the same way as TV, Internet, radio and other traditional media.

This metric - which is the number and type of people exposed to the media vehicle (screen) with an opportunity to see a unit of time equal to a networks' typical ad unit - will allow for uniform reporting when three key dimensions are disclosed among the networks:

• Presence - in the vehicle zone, where the screen is both visible and, if appropriate, audible
• Notice - evidence that the screen has been noticed
• Dwell time - time in the vehicle zone

Several organizations were consulted in the creation of the guidelines, including billboard tracking systems manufacturer TruMedia.

'While these guidelines outline data that should be recorded, each individual network will have to determine a viable methodology in capturing its own audience data,' explained OVAB President Suzanne Alecia. 'The success of this initiative will be up to OVAB, the networks and the media research community as we guide our members in fully disclosing data and research methodology.'

In the past few months, OVAB has held training seminars for member companies' to provide details of the specific calculations necessary to complete the OVAB Audience Metrics Research Disclosure Form.

Founded in 2007, OVAB represents OoH video networks and the advertising community that is actively engaged in planning, buying and evaluating the effectiveness of the medium.

Web site: www.ovab.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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