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PPM to Verify Out-of-Home Ad Showings
Arbitron has signed an agreement with BroadSign International, a provider of SaaS solutions for managing digital out-of-home (OOH) video networks, to deliver a proof-of-play advertising audit service using the Portable People Meter (PPM) technology.
BroadSign offers networked and highly targeted OOH advertising enabling precise, remote selection of when and where ads will run. The PPM will be used to conduct a series of annual audits monitoring when encoded audio and video ad content is displayed on digital screens in 50 random BroadSign locations across the USA: this will be compared with BroadSign's commercial schedule logs to verify display and enable OOH networks to substantiate ROI for advertisers.
The move is the first of its kind, replacing manual monitoring of screens with technology and making verification more scalable.
Brian Dusho, President and Chief Strategy Officer of BroadSign International, says the deal will give client networks an added level of transparency and assurance. 'For screen audience numbers to be relevant to advertisers, you have to prove first that their ads played as scheduled and the screens were on.'
Arbitron EVP Alton Adams comments: 'One of the barriers to large-scale media buys in digital out-of-home space has been the lack of standardized metrics. The PPM technology will help establish the first tier of accountability to digital out-of-home advertisers, laying the foundation for any other measurement in this new medium.'
BroadSign is based in Montreal, Canada and is online at www.broadsign.com .
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