Wednesday, October 29, 2008

OVAB releases audience measurement guidelines

Thanks for Dave Haynes for the tip up on this. OVAB has just released their long awaited audience measurement guidelines (PDF link), and at 78 pages they're certainly being thorough about it.  I wasn't up in New York for the conference today, but tried to follow Manolo Almagro's Twitter feed about it.  Thankfully I wasn't doing it on my mobile phone, or the unending plethora of SMS messages would have cost me a fortune on my phone bill this month.

While I expect to do some more in-depth analysis of the report on the WireSpring blog later this week, the long and the short of it is that OVAB is advocating that the "Average Unit Audience should be the currency metric for out-of-home video networks. Average Unit Audience is defined as the number and type of people exposed to the media vehicle with an opportunity to see a unit of time equal to the typical advertising unit."

Without yet knowing what the "typical advertising unit" is, or how one might define the "type" of people exposed to the media, I can't yet comment on feasibility or completeness.  However, measurement guidelines has been the driving goal of OVAB since the group's inception, so I'm sure they've thought through a lot of this stuff more than I have.

So will the guidelines be a universally-accepted starting-off point for media buyers and network owners alike? Or is it just another piece of group-think rhetoric?

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2 comments:

John Morgan said...

I'm pretty sure that what is meant by "typical advertising unit" is 15 second spots, 20 second spots, etc. depending on what you run on your network. The Average Unit Audience estimates the probability of exposure to any given advertising unit (spot) run on the network.

It is essentially a commercial rating, as opposed to a network rating. This is exactly how we have been estimating our audience for the last four years.

Lionel Tepper said...

"So will the guidelines be a universally-accepted starting-off point for media buyers and network owners alike? Or is it just another piece of group-think rhetoric?"

I don't think it's rhetoric at all. We we're at the meeting and heard everything first hand. Here are some quotes from Suzanne Alecia, President of OVAB:

“These Guidelines represent the first iteration of establishing the necessary data for the out-of-home video advertising industry to achieve ROI that effectively competes with more traditional media,” said Suzanne Alecia, President of OVAB. “While these Guidelines outline data that should be recorded, each individual network will have to determine a viable methodology in capturing its own audience data. The success of this initiative will be up to OVAB, the networks, and the media research community as we guide our members in fully disclosing data and research methodology.”

"The Guidelines put us on the path to standards. Audience metrics are always evolving, they are not static. The guidelines are a living document that are used to set a standard," said Ms. Alecia.

For more information on the Summit:
http://www.digitalsignageuniverse.com/events_ovab_digitalmediasummit.html