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BlackBerry, VH1 case studies to drive second-annual OVAB Summit

With its Audience Metrics Guidelines in full swing, the association hopes to prove DOOH's value with real-life examples.  

October 13, 2009

One year after the Out-of-Home Video Advertising Bureau (OVAB) released its Audience Metrics Guidelines for measuring digital out-of-home (DOOH) advertising media,the association will again convene at the end of this month in New York City to discuss how it the guidelines are performing in the marketplace. But this time, the focus will be on real-world DOOH advertisers and the impact the medium has had on their recent ad campaigns, rather than on theories of measurement.

OVAB's "Digital Media Summit: Focus on Out-of-Home," is a half-day event that will feature case studies of place-based video and digital advertising campaigns from BlackBerry, VH1 and Chrysalis. 

BlackBerry, Boomerang Media and StarCom teamed up this summer to promote the Research in Motion brand alongside U2's concert tour, which BlackBerry also sponsored. The United Kingdom's HealthClub Channel featured the campaign in 620 U.K. health clubs.

"The difference between this year and last year is that last year we showed what we were going to do, and this year we are showing what we have done," said OVAB president Suzanne La Forgia, referring to release of the Audience Metrics Guidelines.

PHOTO GALLERY:OVAB Digital Media Summit 2008: Focus on OOH  

The focus of the guidelines is a recommended currency metric, named the "Average Unit Audience," which is designed to be used as a common unit of measurement during discussions between networks, advertisers, researchers and agencies involved in digital out-of-home media.

OVAB also has organized a kick-off panel discussion entitled "A 360° View of Marketing and Media Today," featuring members of media associations, who will talk about the changing dynamics in today's media and discuss best practices for reaching "on-the-go consumers."

In addition to OVAB's La Forgia, the panel will include Bob Liodice of the Association of National Advertisers (ANA), Judy Vogel, former chair of the AAAA's Media Research Committee and Mike Wehrs of the Mobile Marketing Association (MMA).

Following the association panel will be the keynote address, delivered by Bob Garfield, editor-at-large at Advertising Age and author of the new book "The Chaos Scenario." All summit attendees will receive a complimentary copy of the book.