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OOH Video Nets Merit Measurement from Nielsen

Out-of-home video networks - the once neglected step-siblings of traditional television which are enjoying a meteoric rise in popularity - will be getting their own TV-like ratings from Nielsen, beginning almost immediately.

Nielsen is introducing what it calls “pocketpieces” for a variety of place-based video networks, including health club video network IdeaCast and Gas Station TV. (Pocketpieces are actually printed TV ratings reports traditionally designed to fit in a vest pocket.)

The ratings for IdeaCast will be coming as early as a few weeks from now, with others to follow. By September, Nielsen will be publishing reports for as many as 10 video networks, MediaPost reports.

Whereas television and internet audience estimates are taken from consumer panels, Nielsen will gather data for the out-of-home video networks primarily from compiling and modeling third-party data, and combining that with Nielsen research conducted by telephone.

As digital, video and wireless technologies help reshape the outdoor advertising sector over the next few years, outdoor will rank second only to internet advertising in ad spending growth. It is expected to total $2.25 billion in the U.S. in 2011, up from $1.26 billion in 2007, according to a new report published in January titled Outdoor Advertising: A New Look.

Out-of-home video advertising networks will comprise the largest component of what is described as the “alternative” out-of-home advertising sector.