CODACAN releases DOOH audience metrics guidelines

The Canadian Out-Of-Home Digital Association/Association Canadienne de l'Affichage Numérique (CODACAN), the trade association for many of the country's digital networks and suppliers, has published its new ratings metric for digital signage advertising.

The formula is expressed like this:

Opportunity To See (OTS) a Screen or Network X (Dwell time/Loop Length) = OTS Ad

The premise is that an ad spot must run one time per average dwell time in order to have the opportunity to be exposed to 100 percent of an individual screen's (or full network's) declared audience.

The full guidelines and a sample application are available at the CODACAN web site.