SAN FRANCISCO — On the heels of completing its first Arbitron audience measurement study, digital signage provider LevelVision announced its membership in the Out-of-Home Video Advertising Bureau (OVAB). Earlier this year, LevelVision launched an aggressive effort to reach the 18- to 24-year-old consumer market by deploying its unique floor-based digital screens to 315 college bookstores in 234 cities across 44 states.
Arbitron found in a recently completed audience study that the LevelVision:College network delivers well over 20 million viewing experiences each month to an almost pure composition of the highly coveted "Millennial" and Adult 18-24 audience segments. LevelVision will market and merchandise the Arbitron findings in accordance with the just-released OVAB Audience Metric Guidelines.
"We're proud to be a new OVAB member, and we want to be among the very first networks to sell inventory based on the OVAB's new metrics guidelines," said LevelVision president and chief executive Bob Martin, who was formerly a founding member of the OVAB Agency Advisory Board. "Shifting the metrics for this emerging medium away from raw venue traffic and toward actual ad campaign deliveries is an enormous step, and a blunt recognition of how advertisers' expectations are evolving for other mass media. That OVAB has introduced a comprehensive audience metric guideline in less than two years is a monumental achievement."
"We are so pleased to welcome LevelVision into our membership," said Suzanne Alecia, president of OVAB. "Their ability to reach an elusive audience in such a cool and innovative way makes them a great addition to the group. Our membership is growing at a rapid rate and commanding the attention of the industry at large, especially in a time when marketers are wondering what's next from the economy."
