Advertisers' unceasing quest for accountability has prompted a deal to measure consumption of in-stadium advertising. Arena Media Networks, which places screens with programming and ads in some 30 stadiums, has a deal with Nielsen to track reach for its high-definition screens.
The metrics will become available by Oct. 1. AMN did not provide many details on how the data would be compiled or released.
However, it expects the collaboration with Nielsen could lead to a standardized gauge for digital out-of-home measurement. Guidelines from the Out-of-Home Video Advertising Bureau will inform some of the ultimate standardization.
The metrics will become available by Oct. 1. AMN did not provide many details on how the data would be compiled or released.
However, it expects the collaboration with Nielsen could lead to a standardized gauge for digital out-of-home measurement. Guidelines from the Out-of-Home Video Advertising Bureau will inform some of the ultimate standardization.
Our take:
Nielsen has been taking an increased interest in the out-of-home space lately. They first indicated that they would be releasing pocket pieces for a number of larger digital signage networks, and they follow up with this announcement that their research efforts will expand into stadium media as well. While we would like to believe the suggestion that this is the beginning of a "standardized gauge for digital out-of-home measurement," the diverse nature of the networks out there today, the small sizes of many networks underneath the top 2 or 3 in each vertical, and, of course, the fact that most won't be willing to pay Nielsen to put together pocket pieces for them gives us the feeling that we're a long way away from such an event.
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