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IMMI to Measure CNN's OoH Ad Exposure
CNN has commissioned media measurement system provider Integrated Media Measurement Inc (IMMI) to track out-of-home (OoH) ad exposure for 10 clients of media agencies OMD and PHD, to help them justify their ad investment on the CNN networks.
To track OoH exposure, IMMI panelists will be equipped with mobile phones that pick up and relay a series of audio signatures back to a central server. Research will take place in bars, dorms, gyms and other OoH venues.
'By getting the clients more involved in the research, we can give them a clearer picture of just how effective their ads are in OoH environments,' said CNN EVP and COO Greg D'Alba.
Harry Keeshan, EVP, National Broadcast at PHD, sees the CNN initiative as an opportunity to provide his clients with a better understanding of how a TV spot can reach its target demographic, even in the context of a non-traditional media environment. 'People are adopting more and more innovative ways to get their message out there, and OoH is making a significant impact,' Keeshan added.
IMMI will begin measuring the news network's OoH exposure in the fourth quarter, with data being processed in early 2009.
Last year, IMMI, which has local panels in New York, Chicago, Los Angeles, Miami, Houston and Denver, partnered with Nielsen to provide metrics on TV viewing outside the home.
Web sites: www.cnn.com and www.immi.com .
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