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The Out of Home Video Advertising Bureau Wednesday (Oct. 29) unveiled the industry’s first Audience Metrics Guidelines, bringing some much-needed measurement standards to the fast-growing digital out of home medium. The Guidelines, a 79-page document posted on OVAB’s Web site (www.ovag.org) were presented during a keynote address by Suzanne Alecia, president of OVAB, at the organization’s first Digital Media Summit in New York.
So that digital OOH networks and research providers capture comparable audience data, the Guidelines recommend an Average Unit Audience metric that will allow for digital OOH networks to be compared to TV, Internet, radio and other traditional media.
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