Peoplecount Unveils DOOH Audience Metrics

Toronto-based audience research firm Peoplecount has launched a pre-packaged audience metrics service for digital out-of-home (DOOH) networks, which is compliant with industry guidelines, and available in as little as 60 days.

Launched in 1995, Peoplecount provides insight into customers, pedestrians and traffic flow for out-of-home advertising, digital signage and shopper marketing.

As standard, its new pre-packaged 'Digitalcounts Expresso' solution includes 1,000 intercept surveys and 150 hours of in-venue counts across a sample of 20 venues in up to three markets.

Additionally, Expresso delivers insight about audience demographics, media acceptance, frequency and interaction or participation rates; and the firm will provide a detailed technical report for in-depth analysis.

The solution is compliant with three OVAB (Out-of-home Video Advertising Bureau) metrics components cited in its Audience Metrics Guidelines (www.ovab.org/guidelines ). These are:

• 'Presence' - the people count at the digital signage
• 'Notice' - the proportion of audience that sees the screen
• 'Dwell Time' - how long people spend in the venue.

President and Chief Methodologist, Kelly McGillivray says the company was 'not interested in mimicking the sparse sample sizes seen elsewhere in the marketplace', adding: 'The Expresso service is robust enough to stand on its own, and it provides an excellent starting point for DOOH networks which wish to pursue further accreditation down the road.'

Digitalcounts Expresso is available in both the US and Canada.

Web site: www.peoplecount.biz .