Place-based ads move to third-party measurement

by all | 28 May 2012 10:40 am

Montreal-based Zoom Media, which places out-of-home (OOH) advertising posters in Canadian restaurants, bars, fitness centres, colleges and universities, is now working with the Nielsen agency to better measure the performance of its network.

The move supports Zoom’s decision to sell ads the same way as on TV, where Nielsen is well-known for tracking viewer numbers and demographics.

“We provide verifiable measurements of exact audiences delivered, rather than just the number of boards or digital screens on which messages are displayed,” says Paul Lindstrom, Nielsen’s senior vice-president (SVP) of custom research. “This is significant, as broadcast media planners can use the Zoom network to extend their reach outside of the home, to specific audiences with measurable results.”

The Canadian Out-of-Home Measurement Bureau (COMB) already audits the circulation of the advertising panels, but Nielsen will measure total traffic to Zoom’s venues and then qualify it to include only people who are near the ads and notice them.

“We are working to demonstrate our transparency and accountability to advertisers,” says Cathy Fernandes, Zoom’s president and chief operating officer (COO). “We want to drive this change in the industry.”

Source URL: https://www.signmedia.ca/place-based-ads-move-to-third-party-measurement/

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