Measurement of Digital Signage Networks

Hats off to Arbitron! Arbiton continues to bring needed solutions to the table. Everyday it becomes clearer and clearer that TV is just not providing the needed results, not thier fault. Advertisers are in a frenzy; wait a second! The OVAB and others such as Arbitron are helping put these nerves to rest. Think about a poster or billboard with lots of options for creative and placement. Digital signage networks are super billboards to keep it simple, they are just more targeted, have better graphics, no print cost, and can be used to reach a niche demo. Creating brand awareness and driving revenue being the ultimate result. I must remind advertisers that time is one of if not the KEY ingredient when using these networks. How effective will these measurments be? Look at TV and Radio and even billboards, we know the traffic count or ratings, but we know people see and lots of people see it and we know people change the channel; it is not an exact sicence...yet! Do you really fill out that little book next to your couch everytime you change the channel? Is the GPS tracker in your car watching your eye movement?

Arbitron, Scarborough Release '7-Day' Mall Audience Metric
"Buyers who purchase media in malls and shopping centers have a new way to understand the value of their ads and promotions with the launch of a new audience metric, according to Scarborough Research and Arbitron. The two companies have announced The Scarborough Mall Shopper Audience data metric, which they say provides more precise measurements of the American mall shopper, writes Radio Ink. When incorporated into a reach and frequency model, it can provide better evaluation of shopping venues as part of the overall communications mix. "

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