The First Audience Metrics Guidelines for Digital Out-of-Home To Be Unveiled on October 29
The Audience Metrics Guidelines that the Out-of-home Video Advertising Bureau (OVAB) has been working on for the past year are now ratified and will be presented at the OVAB’s Digital Summit on October 29 in New York. The event will bring together major players on Madison Avenue with members of OVAB, which today include some of the largest digital out-of-home networks and vendors in North America.
Although I was involved in the reviewing of the Guidelines and provided some input as well, I cannot disclose any details of the document until the official presentation. Essentially it is a set of principles long-used in mainstream media buying that are applied to standardize the DOOH ad space and make it easy to plan and buy. The result is a simple formula to calculate the audience metrics in a way that would make sense to media buyers and their clients. The ultimate goal of OVAB is to turn DOOH from an alternative media option, an innovation, into a commodity, i.e., a line item on the media plan, with appropriate budgets allocated ahead of time, and not as an afterthought.
 
As Suzanne Alecia, President of OVAB, explained, the Guidelines are not the actual standards yet, but once adopted by members, they will lay the foundation for ‘best practices’, which will then gradually evolve into standards by way of wide-spread usage by the selling and the buying parties.
It is interesting, though, that the OVAB event comes at a time when a financial crisis urges advertisers to look away from overpriced and not-so-accountable TV and into more pragmatic and sales-oriented media like DOOH. Before, we have seen a lot of upward pressure from networks trying to reach out to advertisers through the barricades of reluctant agencies. Today, as several sources indicate, the pressure on the agencies is also being exerted from above, from the advertisers themselves, who increasingly instruct agencies to explore the digital out-of-home opportunities and report back.
Against this background, the OVAB Digital Summit comes in handy, as a facilitator of relationship between sellers of the new space and potential buyers.
Media Post’s Digital Outsider newsletter shed some light on the forthcoming event: “…the main reason for Alecia’s visit with the Digital Outsider was to update us on plans for OVAB’s Oct. 29 Digital Summit, a day-long event in New York designed to help marketers, and agency media planning and buying executives, understand the state of out-of-home video technologies and advertising issues.
The day will be structured around three key issues: Creative, research and planning, and will feature a variety of case studies from some recent successful out-of-home video ad campaigns. The day caps off with a panel of client-side executives sharing their views, hopes and aspirations for out-of-home video, as well as any pitfalls they’ve encountered along the way.
But the highlight of the summit will likely be the official release of the just ratified OVAB guidelines for audience metrics and measurement. Draft versions of the guidelines already are being circulated among the OVAB membership, as well as key stakeholders in the advertising and research community, and Alecia says they’ve already gotten the tacit blessing of key bodies like the Media Rating Council and the Advertising Research Foundation.” Read the full article: Digital Outsider Taps Madison Avenue Insiders.
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