OVAB (2008): "Audience Measuring Guidelines"

Richtlinien und Standards für die Publikumsmessung

Der Branchenverband Out-of-home Video Advertising Bureau (OVAB) hat am 29. Oktober 2008 sogenannte «Audience Metrics Guidelines» veröffentlicht: Die Richtlinien zur Publikumsmessung von Out-of-Home-Medien sollen es Werbetreibenden ermöglichen, die verschiedenen Display-Netze einfacher zu evaluieren, in ihre Media-Planung zu integrieren und Media-Leistung einzukaufen.
In eine ähnliche Richtung gehen die Richtlinien der ESOMAR (siehe Post «ESOMAR Global Guidelines on Out-of-Home Audience Measurement”).

OVAB created the Audience Metrics Guidelines so that out-of-home video advertising networks can provide audience metrics in a way that allow advertisers to more easily evaluate, plan and buy these networks.
These Guidelines should serve as a rule book for networks to follow in the audience research they commission so that their metrics are consistent with each other and other media by providing average unit audience (AUA) impressions as the currency metric.
Networks must fully disclose research methodology on the OVAB Disclosure Form (Appendix A), and use terminology consistent with the OVAB Glossary of Terms (Appendix H).
The Guidelines Appendices (section IX pg 37) contain additional helpful resources, download the Audience Metrics Guidelines Final to get them all.
Quelle: http://www.ovab.org/amg