“ Average Unit Audience should be the currency metric for out-of-home video networks. Average Unit Audience is defined as the number and type of people exposed to the media vehicle with an opportunity to see a unit of time equal to the typical advertising unit.”
OVAB EXPLAINED - presence, notice and dwell time .
OVAB EXPLAINED - the foot traffic in a venue, like a medical clinic - the foot traffic in the area(s) where the screens are up and running - what percentage of that foot traffic actually looked at the screen - dwell time in the vicinity of the screen - length of the playlist loop
OVAB EXPLAINED - gross “eyeball” count not good enough - 50,000 eyeballs turns into 1,487 audience units - finally, the beginnings of a way to compare audiences across network types
CANADIAN VERSION? - doesn’t exist - Canadian Outdoor Measurement Bureau has nothing formalized for this space - open question as to whether planners WANT this level of detail
ELEPHANT IN THE ROOM - many networks that sell on the basis of sheer eyeballs don’t want a better read on the “real” audience - massive dilution and re-think on rates?
LOOKING AHEAD - far fewer networks and vendors - screens everywhere - DOOH becomes a mainstream media buy
LOOKING AHEAD - technology goes to Internet cloud - digital signage no longer just a nice to have for retail and outdoor - like online, this is evolving very quickly now