Digital outdoor metric guidelines released

New audience evaluation standards address key industry concerns, and will undergo a request for proposal this fall.

The long-awaited digital out-of-home (DOOH) audience metric has arrived, almost. The Canadian Out-Of-Home Digital Association (CODACAN), which developed and is releasing the new common ratings formula this week, is recommending its adoption, and is issuing a request for proposal (RFP) this fall.

The RFP, governed by an advisory panel that includes agency and client representatives as well as digital network operators, will lead to a contract for an accredited research firm to develop formal methodologies to measure and verify the metrics across all CODACAN member networks, according to a recent release.

The newly released standards measure audiences exposed to a variety of DOOH venues, and is said to address a number of challenges facing the industry, including dwell time (in presence of a screen), loop length (e.g. duration of programming, content and advertising, before it repeats), and ‘opportunity to see’ (OTS), which looks at the number of people who had the opportunity to see the screen(s), rather than measuring how many people were in the vicinity of the media.

The recommended guidelines and sample formula are available here.