Wednesday, September 30, 2009

CODACAN releases audience measurement guidelines for Canadian DOOH

The Canadian Out-Of-Home Digital Association/Association Canadienne de l’Affichage Numérique (CODACAN), has released its DOOH audience metrics guidelines.

The guidelines in their current state, I find, are a first step towards developing standard ratings measurement and ultimately make it easier to plan/buy digital out of home. The CODACAN is urging network owners, big and small, to to develop a standard rate card to enable comparisons among vehicles, with input from advertisers to ensure the data is meaningful to planners since this has been the major hindrance to greater industry acceptance.

CODACAN developed a 3 Stage platform that includes the fundamentals of traditional media planning but incorporates the nuances and dynamic nature of DOOH, namely – opportunity to see the screen, dwell time and loop length.

The guidelines are short and sweet at only four pages and can be downloaded here.

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