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OVAB to unveil 'solid metric' for digital signage advertising this year

July 23, 2007

Advertising Age: A $6.8 billion industry in 2006, out-of-home advertising has never had anything resembling a universal metric to measure the audiences seeing the ads on platforms ranging from billboards to digital signs to bus stops. The Out of Home Video Advertising Bureau (OVAB), an organization of digital outdoor companies, is currently working with its agency partners to develop a solid metric for later this year.

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