Digital OOH is an emerging marketing channel with audiences that are both desirable and captive. Here's how to harness opportunities on "the fourth screen."

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Audience Metrics Guidelines Debut Tomorrow
October 28, 2008

INDUSTRY WATCH October 27, 2008 (OVAB)

OVAB Announces Five New Member Companies, Keynote Speaker, and New Presenters at Digital Media Summit

OVAB Adds Five New Members
Oct 27, 2008
By Katy Bachman

On the eve of holding its first annual Digital Media Summit in New York, the Out-of-Home Video Advertising Bureau announced Monday (Oct. 27) the addition of five new members. The new companies, AMI Meganet, Health Club Panel Network, Indoor Direct, LevelVision and Samsung Electronics America, bring OVAB's total membership to 35 companies.

Foundation Taps OOH Digital Networks for Huge Campaign
Oct 27, 2008
By Katy Bachman

The largest single digital out-of-home buy was a labor of love. It also turned out to be a smart business decision for an emerging medium that needs to demonstrate it could deliver national reach.

This past summer, from June 16 to Aug. 18, 22 disparate networks ran, pro bono, a nine-week campaign for Team Fox, the community volunteer organization for the Michael J. Fox Foundation for Parkinson’s Disease.

Opinion: Keeping Up With Harry
Oct 27, 2008
By Jim Spaeth

My old friend Harry Schwartz isn’t a particularly unique New Yorker. He goes to the gym most mornings, but today he also needed to take his dog to the vet for a shot. Finally arriving at work, he made a stop at his favorite coffee shop before taking the elevator up to his office. This afternoon, he grabbed a cab home before taking clients to Yankee Stadium, but first he had to gas up his car.

OUT OF HOME: A Knockout
Explosion in digital boards, new measurement methods expected to juice OOH business
By Richard Zitrin
September 29, 2008

Technology, coupled with advancements in audience measurement, are expected to spur growth in the out-of-home media sector in 2009.

OOH spending will rise 7 percent to $8.21 billion, PricewaterhouseCoopers projects. ZenithOptimedia paints an even rosier scenario, projecting 11.3 percent growth to $8.71 billion.

The optimistic outlook comes amid a slowdown this year due to a soft economy. OOH is up less than 3 percent for the year, below the 4.7 growth PwC had projected.

Digital Outsider Taps Madison Avenue Insiders, Will Tackle Creative Next
September 26, 2008
Joe Mandese

One of the ad industry's top digital outsiders is getting inside some pretty big agencies. During an update on various initiatives by the bureau, Out-of-Home Video Advertising Bureau President Suzanne Alecia confirmed OVAB is in discussions with Havas' MPG unit about scheduling a special "Collaborative Alliance" meeting that would focus exclusively on digital out-of-home developments, and potentially, deals. Details of the meeting, including when and where it will be held, are still being hashed out, and the OVAB members have yet to weigh in on it, but the idea was the brainchild of MPG COO Steve Lanzano, who wants to do for digital out-of-home media, what the agency's collaborative alliance has done for interactive television: bring a wide cross-section of industry stakeholders together - including competitors - in a neutral environment to share information and brainstorm about how the industry can utilize emerging media platforms for the greater good of everyone concerned.

The Top 10 Reasons Why Digital Out-of-Home (DOOH) Is An
Advertisers Most Powerful Tool.

DOOH’s Inherent Characteristics and Maturity make it a Valuable
Arrow in the Brand and Agency Quiver.

By Lyle Bunn
Oct 2008

OVAB to publish guide to audience measurement metrics
October 6, 2008
James Bickers

The Out-of-Home Video Advertising Bureau (OVAB) is preparing to release a document that it hopes will standardize the numbers and the language used by screen networks, research providers and ad agencies.

The 82-page "Audience Metrics Guidelines" will be publicly released at OVAB's Digital Media Summit, being held Oct. 29 at The Grand Hyatt in New York City.

OVAB to publish guide to audience measurement metrics
October 6, 2008
James Bickers

The Out-of-Home Video Advertising Bureau (OVAB) is preparing to release a document that it hopes will standardize the numbers and the language used by screen networks, research providers and ad agencies.

OVAB’s Digital Media Summit
October 6, 2008

Today the Out-of-Home Video Advertising Bureau (OVAB) announced the public release of its Audience Metrics Guidelines in conjunction with OVAB’s Digital Media Summit: Focus on Digital OOH event on the 29th October, 2008 at The Grand Hyatt in New York City.

Two Out-of-Home Digital Firms Merge to Form Outcast
Consolidation of Fuelcast, Bhootan Simplifies Buying Location-Based Media
October 02, 2008
By Andrew Hampp

NEW YORK (AdAge.com) -- Digital out-of-home is getting larger, thanks to two new acquisitions bringing more scale to the growing medium. Fuelcast, a leading gas-station out-of-home media network, plans to merge with Bhootan, a retail-based out-of-home company, to form Outcast.

By Andrew Hampp Published:May 08, 2008 NEW YORK (AdAge.com) -- Call it "Minority Airport." Interactive video outdoor ads are gaining more traction in some of the country's most-frequented travel terminals, with Clear Channel Outdoor, CBS Outdoor and JC Decaux partnering with the out-of-home ad technology's biggest players.

There's no escaping TV. And based on the success of companies delivering out-of-home digital programming, most people don't want to anyway.

The broadcast nets won't be the only ones vying for upfront dollars during the next six weeks. An increasing number of web portals, out-of-home companies and cinema chains are starting to get in on TV's biggest buying period, as media-mix marketing becomes the strategy of choice for advertisers who aren't necessarily prepared to do the bulk of their buys in TV this year.

Published: May 12, 2008 NEW YORK (AdAge.com) -- The broadcast nets won't be the only ones vying for upfront dollars during the next six weeks. An increasing number of web portals, out-of-home companies and cinema chains are starting to get in on TV's biggest buying period.