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Out-of-home Video Advertising Bureau Europe is launched

Hamburg, 13.11.2008 – An important milestone in the development of the digital out-of-home industry has been set by the founding of the Out-of-home Video Advertising Bureau (OVAB) European chapter on November 13, 2008 – the first European centric representative of the interests of providers and suppliers of audio visual media at POS and POI.

The stated goal of the association is to showcase the technological, commercial and creative potential of the out-of-home segment and to establish uniform industry standards while strengthening the European centric dialogue between manufacturers, service providers and the advertising industry. By actively exchanging ideas and experiences, the partnership between OVAB Europe and OVAB USA greatly contributes to this endeavor. More...

Nielsen Suspends Out-of-Home Report Report

Katy Bachman writes for Mediaweek: The failing economy just took its first research casualty. Nielsen and IMMI announced late Friday (Nov. 7) they would suspend their syndicated Out-of-Home Report, which measured viewing to TV outside the home. Since launching in April, the service only managed to sign two clients, ESPN and Zenith Optimedia. More...

OVAB presents Audience Metrics Guidelines

Digital Signage Today writes: In what some described at the “biggest thing to happen to the digital signage industry this year,” the Out-of-Home Video Advertising Bureau (OVAB) launched its Audience Metrics Guidelines yesterday as part of the Bureau’s first-annual and sold-out Digital Media Summit: Focus on Digital OOH in New York City. Suzanne Alecia, president of OVAB, releases the guidelines in the keynote address. “The problem has been that media companies have been speaking in different languages to agencies,” Alecia said. More...

OVAB to announce metrics at Digital Out-Of-Home Summit

The OVAB (Out-of-Home Video Advertising Bureau) announced: OVAB is nearing the end of its second year in existence. Hear about the progress we’ve made, the missions we are undertaking and the details behind our biggest and most significant project to date: the OVAB Audience Metrics Guidelines. This will be the first public announcement of the Guidelines and the outline of their implications to the industry. The OVAB Digital Out-Of-Home Summit takes place on October 29th in New York. More...

Audience Measurement is the Digital Signage Industry’s Missing Link

Louie Hollmeyer writes: Although digital signage has been increasingly adopted across all industries and has proven to be very influential and effective, the lack of real time audience measurement has curtailed the industry’s ability to realize full potential. There are two layers of audience measurement working in synchrony. At the provider level, metrics are needed to show that a particular solution is effective and meeting the clients’ goals and objectives. On a broader level, the industry needs to demonstrate that the medium is not only powerful, but clearly surpasses the effectiveness of other less targeted and less customizable mediums. More...

Why Shouldn't Traditional Media Integrate Out - Of - Home Advertising Networks Into Their Media Offering

Janna Thammavong writes: On the one hand, many traditional media are scrambling to restructure so they can decouple business units with the potential to be profitable from those suffering from the re - allocation of advertising dollars to new digital media....On the other, a group like OVAB has emerged to help the fledgling medium of out - of - home video advertising build the advertising" street cred" that traditional media long ago mastered. Why shouldn' t traditional media integrate out - of - home advertising networks into their media offering? More...

In US, Nielsen Launches 'On Location Media' To Measure $1.3 Billion Out-of-Home Video

September 18, 2008 - New York City - The Nielsen Company today expanded its suite of out-of-home media measurement services to cover the $1.3 billion advertiser-based video network business. The new service - Nielsen On Location Media - will provide syndicated reporting for advertiser-backed video networks in health clubs, gas stations, hotels, retail outlets, amusement parks, arenas, on airplanes, and other commercial locations that are estimated to have combined revenues of $1.3 billion. More....

In US, Outdoor Video-Ad Networks Seek Metrics Credibility

AdvertisingAge releases a video and writes: For all its success in spreading networks of screens throughout the public venues of American cities, the outdoor video advertising business is still struggling with audience measurement. More...

In US, the Out-of-Home Video Advertising Bureau releases new metric

The OVAB (Out-of-Home Video Advertising Bureau) seeks to help both the advertising community and the operators of out-of-home video networks to measure and maximize more value from these powerful media platforms.

Erik Sass writes in Digital Outsider: The new metric for out-of-home video viewing is a crucial step in making the medium more accessible to media planners and advertisers.....Rob Gorrie, the president and founder of Adcentricity....praised OVAB’s metric, which essentially multiplies foot traffic by likelihood to see, for providing the basic elements of a “reach-frequency model” that will “look and taste a lot like what media buyers are used to seeing.” More....

New study claims Digital Signage Advertising engages people

SeeSaw Networks write: To better understand how digital out-of-home media can be used to reach mobile consumers aged 18 years and above, SeeSaw Networks commissioned OTX , a global consumer research and consulting firm, to conduct primary research about the role digital out-of-home media plays in today’s media landscape. The study was designed to gain deeper insight into how people engage with and respond to digital signage advertising. The key findings were:
- Digital signage advertising has stopping power
- Digital signage is more positively rated than any
other media
- Awareness of digital signage advertising is high
- Digital signage advertising intercepts people throughout their daily routines
More...