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Nielsen's OoH Service to Cover Video Networks
In the US, Nielsen has expanded its suite of out-of-home (OoH) media measurement services to cover the $1.3bn advertiser-backed video network business.
The new 'Nielsen On Location Media' service will provide syndicated reporting for video networks in commercial locations such as health clubs, gas stations, hotels, retail outlets, amusement parks and aeroplanes.
Its standardized reports have been designed to provide analytics to support analysis, planning, buying and post-buy evaluation of these location-specific video networks.
Nielsen On Location Media will draw on the resources and information assets of Nielsen Strategic Media Research, which has conducted custom studies for individual location-based video networks for more than 20 years.
The new service joins other Nielsen services that measure media outside the home. These include Nielsen InStore, which provides an overview of all influences that affect shopping decisions in a retail store; the IMMI Out-Of-Home service which measures viewing to traditional TV programming outside the home; and Nielsen Outdoor, which measures billboard advertising with patented electronic meters.
'Our reports will utilize a hybrid methodology that will incorporate Nielsen InStore traffic estimates or real world 'verifiable truths' where possible,' explained Paul Lindstrom, SVP of Nielsen On Location Media. 'This real world information - such as set-top box data from hotels, health club membership swipes, gas pump transactions, and ticket sales - will be combined with demographic data in a patent pending process that will help our clients take advantage of the new digital world.'
Development of the reports has been carried out in consultation with agencies and advertisers, the video networks and their trade organization, the Out-of-Home Video Advertising Bureau (OVAB). The service will be consistent with the OVAB Audience Metrics Guidelines, which provide advertisers and agencies with consistent and comparable audience metrics.
Web sites: www.nielsen.com and www.ovab.org .
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