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Nielsen Nearly Ready to Launch OOH Measurement
Nielsen is expected to announce its long-awaited new service that will deliver standardized metrics for out-of-home video networks. It will deliver free reports to agency clients, as it does with its cinema reports.
The measurement company has already issued its first report, for Ideacast‘s health club network, MediaPost writes, pointing out that while other companies have conducted proprietary research for place-based networks, and while Nielsen has conducted custom studies for video networks for some 20 years, a standardized metric could help attract more advertisers to the medium.
Other companies including Arbitron, Knowledge Networks, Edison Research, Peoplecount, MRI, TruMedia and Quividi have developed research in this area and have worked with the Out of Home Video Advertising Bureau to develop guidelines.