Standards - audience measurement

A significant part of the digital signage market comprises advertising networks, these can be in shops, malls, trains etc deriving their income from the sale of advertising space. These advertising networks are progressively taking their place alongside other established media such as television, radio, print, outdoor (posters) and the web as a viable advertising medium.

Whilst this is good news, and certainly these advertising networks are arguably extremely effective, it is also getting more an more difficult for media planners and buyers to understand how to allocate their media budgets. The challenge is having meaningful comparative metrics.

Well first things first and as a positive step in this direction the Screen Association in the UK, www.thescreen.org, is working on a standards proposal. If you are keen on participating or receiving the proposal when it is released let them know.