Out-of-Home Ratings Standards for Canada

The Canadian Out-Of-Home Digital Association/Association Canadienne de l'Affichage Numérique (CODACAN) has unveiled standards for measuring viewing audiences in digital out-of-home (DOOH) settings.

CODACAN's new metrics guidelines are for metrics measuring the potential advertising audience for digital screen networks, including a wide variety of media set everywhere from retail outlets, bars, health clubs, malls and medical waiting rooms, to subway platforms, giant LED ad boards and more.

The guidelines complement those developed by the Out-of-Home Video Advertising Bureau in the US, address the 'opportunity to see' rather than measuring how many people were in the vicinity of the media.

They also take into consideration how long these people were in front of the screen, and the duration of the programming, content and advertising.

'We are happy with the progress that we have made to date,' says Michael Girgis, Chairman of the CODACAN Board. 'We are particularly enthusiastic about the productive collaboration we've seen between all members involved in defining a process to standardize and add more credibility to digital out-of-home audience numbers.'

Web site: www.oohdigital.ca .