OVAB Audience Metrics Guidelines Make Digital Signs Accountable – But Will Advertisers Care?

Earlier this week, the Out-of-home Video Advertising Bureau (OVAB) released their first “Audience Metrics Guidelines” for the digital out-of-home industry. Hoping to establish the standard currency for measuring ad exposure in diverse out-of-home networks, the bureau certainly had a tough challenge ahead of them. Combined with the fact that network operators, ad agencies and marketing support vendors needed to agree on the standard metric and measurement techniques, it’s a near-miracle that OVAB