Metrics
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IN DEPTH: Australia bullish on digital growth
Lower screen prices and the shift away from print media are among the biggest factors building Australia’s digital out-of-home market, new research says.
Researcher Frost and Sullivan predicts that the value of digital-signage systems sold in Australia will grow 12 percent annually over the next three years, to reach AUD58.4m ($53m) by 2013.
It says that a drop in hardware costs – especially for screens – last year, 
From drugs to drinks, DOOH drives sales
Research by digital out-of-home operators continues to show that the medium works to increase sales in environments as diverse as hospitals, sports arenas and fast-food restaurants.
Interactivation Health Networks’ Patient Channel in the U.S., for example, says that a study conducted for one of its pharmaceutical advertisers demonstrated a five-fold return on investment (ROI) after six months and eight-fold ROI after a year.
Researcher IMS Consulting calculated the
Downturn is over for sector in UK, says researcher
Better understanding by creative departments, improved audience metrics and the 2012 London Olympics will be drivers of further growth in the British digital out-of-home advertising market, according to researcher Screen Digest.
DOOH in the UK was hit – like all media – by 2009’s economic downturn. “Despite being fashionable, digital display was a new and unproven format. In challenging times when media buyers must deliver ROI they reverted to
Global network promises “best audience data yet”
A new digital out-of-home network launching today in locations around the world is claimed to offer more detailed audience profiling than any other medium, even online.
The Digital Screen Pre-Qualified Viewer Promotional Broadcasting Network – DSPQVPBN for short – from U.S. firm Wait Time Media draws on technology spun off from 3D TV development.
When viewers first pass its screens, they appear to display a solid, eye-catching bright
Adspace: Scarborough mall data better than Nielsen’s
Adspace in the U.S. is replacing Nielsen data with figures from Scarborough Research, hoping to give advertisers a more accurate picture of audiences for its network of screens in shopping centres.
The firm has been using Nielsen’s On Location service, which provides estimates of traffic through each mall based on information supplied by mall managements – who use a range of methods to gauge their numbers.
But now
Australian system measures “likelihood to see”
The Australian out-of-home industry has officially launched its new audience metrics system, Move, which is claimed to be the first outdoor currency in the world covering “all major formats and environments, including roadside billboards, posters, street furniture, railway stations, transit, shopping centres and airports”.
Move will be used to measure audiences for outdoor media across the country’s five largest cities – Sydney, Melbourne, Brisbane, Perth and Adelaide – employing
Dutch supermarket screens boost food sales
Neo Media Group’s Supermarkt TV in the Netherlands has seen sales uplifts reach 25 percent for product categories advertised on the in-store network.
Nielsen reports, covering campaigns by 20 advertiser brands as well as the four weeks prior to each campaign, showed a 25 percent sales increase for products in the sweets and snacks category.
Overall, most food categories gained about 11-12 percent increase in sales.
Non-food
Arbitron to test BroadSign proof-of-play system
Audience-measurement firm Arbitron is to test the accuracy of playout logs generated by BroadSign International’s software-as-a-service (SaaS) technology platform.
The firm will use its Portable People Meter (PPM) technology to test whether ads were indeed shown on BroadSign-based screens as recorded on the logs.
Media players at 50 randomly-selected locations in the U.S. will be monitored with the PPM, which detects what’s on-screen by picking up signals encoded
