Thursday, September 17, 2009

BroadSign, Arbitron sign deal for proof-of-play advertising audit service

Arbitron has inked a deal with BroadSign International launching its first electronic, content playback verification service for the Digital Out-of-Home Industry using the Portable People Meter (PPM) technology.

Arbitron will use its PPM technology to conduct a series of annual audits capturing when encoded audio and video advertising content is displayed on networked digital screens in 50 random BroadSign-run locations across the United States. The proof-of-play data will be compared with the BroadSign's software play logs. This verification system equips BroadSign-powered digital out-of-home networks with base metrics to substantiate return-on-investment to advertisers.

Digital OOH and digital signage has had a hard time gaining acceptance from larger media buyers due to the lack of standardized metrics--this is definitely a step in the right direction.

Arbitron's PPM technology-based audit methodology was successfully tested in October 2006 during a pilot program at BroadSign-run Digital Promo Network, which operates screens in convenience stores across the United States.

Source: Arbitron. Read their full release.

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