Metrics
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OVAB metrics guidelines: the wait is nearly over...
The Out-of-Home Video Advertising Bureau (OVAB) has added five new members as it prepares to release its long-awaited guidelines on digital out-of-home audience metrics.
Bringing the New York-headquartered organisation’s membership to 35 are AMI MegaNet, which operates touchscreens in U.S. bars; Health Club Panel Network, which specialises in health-club advertising; Indoor Direct, a new digital-signage network designed for fast-food outlets (pictured); LevelVision, which puts in-floor digital signage in college 
Indian survey shows young audience, high recall
The audience for digital out-of-home in India’s big cities is young, well-educated and remembers the screens they see, according to new research conducted by Nielsen for network owner OOH Media.
Surveying 14,574 consumers in 175 locations over several months, the researchers found 60 percent were in socioeconomic class A and a similar percentage were university graduates or equivalent. About 70 percent were aged 20 to 34.
Perhaps most
1-2-1 View adds gender recognition
Singaporean digital-signage systems provider 1-2-1 View has added a gender-distinction feature to its viewer-validation software, meaning that its media players can now switch automatically to male- or female-appropriate content depending on who’s watching.
The company, which provides turnkey Linux-based systems, developed the functionality in-house rather than buying in technology from a firm such as Israel’s TruMedia, marketing communications manager Christopher Koh told SCREENS.tv.
And 1-2-1 View is claiming
Nielsen mixes estimates with hard numbers
The Nielsen Company this week launched in the U.S. its long-expected metrics service for digital out-of-home media, combining verifiable numbers, traffic estimates and demographic data to produce a picture of a network’s audience.
Among the first networks paying for coverage by the Nielsen On Location Media service will be IdeaCast’s Health Club TV (pictured) and Airline TV; Gas Station TV; The Hotel Networks; Arena Media Network; and Buzztime.
Arbitron: “PPM won’t misrepresent minority audiences”
U.S. audience-measurement specialist Arbitron has defended the ethnic composition of its Portable People Meter (PPM) panels from a growing chorus of criticism.
Since last year, minority radio broadcasters and ad agencies specialising in minority markets – including the National Association of Black Owned Broadcasters and the Association of Hispanic Advertising Agencies – have been alleging that some ethnic groups are under-represented on the Arbitron PPM panels.
If true,
Arbitron signs up campus bookstore network
Arbitron Custom Research has acquired another client for its measurement services – LevelVision’s College Bookstore Network.
It will monitor customer engagement with LevelVision’s in-floor screens (pictured) at some 300 bookstores on campuses across the U.S.
The contract is the latest in a series which demonstrate the increasing interest in metrics on the part of network operators. Among Arbitron Custom’s other recent clients is KidCare TV.
Special report: goodbye ABC1, hello behavioural analysis
Many digital-signage networks are described by their operators as reaching “ABC1 consumers”, or perhaps “18-to-30-year-old males”. But are such broad-brush definitions really much use when it comes to deciding which types of advertising and content are appropriate for the network – and, equally importantly, are they precise enough to convince an advertising agency’s media planners that these are the screens they ought to employ?
After all, taking the UK
TruMedia software can detect age of consumers
Audience-monitoring firm TruMedia has built an age-recognition feature into the latest version of its iCapture system, allowing the package to differentiate older consumers from younger when they are detected by its camera viewing a digital-signage display.
The software already had the capability to distinguish adults from children as well as guessing at gender and ethnic origin.
“We believe we have come up with a breakthrough in targeted marketing
