Metrics
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Nielsen mixes estimates with hard numbers
The Nielsen Company this week launched in the U.S. its long-expected metrics service for digital out-of-home media, combining verifiable numbers, traffic estimates and demographic data to produce a picture of a network’s audience.
Among the first networks paying for coverage by the Nielsen On Location Media service will be IdeaCast’s Health Club TV (pictured) and Airline TV; Gas Station TV; The Hotel Networks; Arena Media Network; and Buzztime.
Arbitron: “PPM won’t misrepresent minority audiences”
U.S. audience-measurement specialist Arbitron has defended the ethnic composition of its Portable People Meter (PPM) panels from a growing chorus of criticism.
Since last year, minority radio broadcasters and ad agencies specialising in minority markets – including the National Association of Black Owned Broadcasters and the Association of Hispanic Advertising Agencies – have been alleging that some ethnic groups are under-represented on the Arbitron PPM panels.
If true,
Arbitron signs up campus bookstore network
Arbitron Custom Research has acquired another client for its measurement services – LevelVision’s College Bookstore Network.
It will monitor customer engagement with LevelVision’s in-floor screens (pictured) at some 300 bookstores on campuses across the U.S.
The contract is the latest in a series which demonstrate the increasing interest in metrics on the part of network operators. Among Arbitron Custom’s other recent clients is KidCare TV.
Special report: goodbye ABC1, hello behavioural analysis
Many digital-signage networks are described by their operators as reaching “ABC1 consumers”, or perhaps “18-to-30-year-old males”. But are such broad-brush definitions really much use when it comes to deciding which types of advertising and content are appropriate for the network – and, equally importantly, are they precise enough to convince an advertising agency’s media planners that these are the screens they ought to employ?
After all, taking the UK
TruMedia software can detect age of consumers
Audience-monitoring firm TruMedia has built an age-recognition feature into the latest version of its iCapture system, allowing the package to differentiate older consumers from younger when they are detected by its camera viewing a digital-signage display.
The software already had the capability to distinguish adults from children as well as guessing at gender and ethnic origin.
“We believe we have come up with a breakthrough in targeted marketing
Echoes of London in Hong Kong subway screens
China's commuters continue to attract the attention of digital-signage operators, with JCDecaux installing escalator screens in Hong Kong's rapid-transit system and Shanghai's Digital Media Group using research to point up the cost-effectiveness of its subway screens.
In Hong Kong, JCDecaux Digital Vision has installed a series of 32-inch LCD displays (pictured) alongside an escalator at the Causeway Bay Station of the MTR transit system.
The group of screens,
Alternative media "will flourish despite downturn"
The out-of-home sector will continue to benefit from changing patterns in U.S. media consumption and advertising spend despite the credit crunch, according to a new market forecast from private-equity firm Veronis Suhler Stevenson (VSS).
The report cautions that “for many alternative media this will be the first economic slowdown in which they will be seriously tested”, but adds that although some advertiser categories including automotive and financial have reduced
Future TV segments Indian consumers
India's Future Media has launched six airtime packages for advertisers on its in-store network Future TV.
The packages mix screens from a range of stores to provide targeting of different kinds of consumer. For instance, displays in My Dollar Store are mingled with those in Brand Factory and Fashion Station under the moniker Future TV Value, aimed at price-conscious brand-seekers.
Vishakha Singh, marcom and strategy director for Future
