Compliant with the global standard guidlines, LIVE BOARD measures an OOH audience volume.
Four Levels of Measurement Metrics
There are four levels of mesurement approaches below, which define the granularity of an OOH audience volume. LIVE BOARD provides metrics based on the level 4 granularity.
The higher the number indicates the granularity of the measurement approaches.
The higher the level of metrics, the more reliable and valuable in media planning and buying. LIVE BOARD gives you precise data which is compliant with the global standard guidelines.
Level1
Circulation
To be "present" in the venue
The count of individuals estimated to be present in the venue, or proximity of the network
The granularity of the metrics
Guidelines
Providers
The granularity of the metrics
Guidelines
Providers
For further information on the level 1 & level 2 metrics
In case a measurement organization use third-party data
When trransactional data from multiple data sources, such as ticket sales data, are used, it is nessesary to pay consideration and have means to avoid duplication of the data
If third-party estimates are used, the measurement organization should have sufficient understanding and visibility into the accuracy of these estimates. Disclosure is required when an underlying data source is not an industry recognized trusted provider, such as Census data, and cannot be independently verified.
Should disclose which period of data are used. It is preferable for the "Venue Traffic" measurement period and the audience measurement period to closely correspond in time, preferably overlap.
Seasonality in venue should be strongly considered.
Operating times for venues should be stated, and qualification for inclusion in counts shall be limited to venue operating times.
Governance:
Ensure accurate capture of operating times across measured venues.
The application of these times to counting procedures (exclusion of traffic during times when the venue is closed or not accessible).
For further information on the level 1 & level 2 metrics
In case a measurement organization use third-party data
When trransactional data from multiple data sources, such as ticket sales data, are used, it is nessesary to pay consideration and have means to avoid duplication of the data
If third-party estimates are used, the measurement organization should have sufficient understanding and visibility into the accuracy of these estimates. Disclosure is required when an underlying data source is not an industry recognized trusted provider, such as Census data, and cannot be independently verified.
Should disclose which period of data are used. It is preferable for the "Venue Traffic" measurement period and the audience measurement period to closely correspond in time, preferably overlap.
Seasonality in venue should be strongly considered.
Operating times for venues should be stated, and qualification for inclusion in counts shall be limited to venue operating times.
Governance:
Ensure accurate capture of operating times across measured venues.
The application of these times to counting procedures (exclusion of traffic during times when the venue is closed or not accessible).
The accuracy of the techniques shall be established through rigorous periodic testing with general accuracy rates. Physical or operational limitations of the technical tool shall be disclosed and the tool shall be subject to audit.
Use of surveys / interviews
It is nessesary to ensure the quality control on surverys/interviews.
Close
Level4
VAC-Visibility Adjusted Contact-
To be present in the defined Visibility Area and it requires to measure "dwell time" that viewed the screen
Based on the level 1, level 2 and level 3 qualifications, additional qualifying characteristics (A-C) is required
The granularity of the metrics
Guidelines
Providers
The granularity of the metrics
Guidelines
Providers
A.
Average Unit Audience
The number and attribution of individuals in the defined Visibility Areaa (= Opportunity to See [OTS] audience) to a unit of time that is equivalent to the length of the average ad unit delivered by the Network
Requires measurement of the "loop" frequency and the responder's "dwell time" during exposure to the screen
Viewed ImpressionThe number of individuals in the defined Visibility Area, facing the advertising screen whilst the advertisement is displayed, adjusted for the probability that they have looked at that ad content for time of a spot. Which represents the number of audience for a single ad exposure. It also refers to "Audience Impression" or Visibility Adjusted Contact (VAC).
B.
Average Ad Audience
Audience to an advertisement can be espressed on the basis of the average ad unit in the screen's "loop" at the time.
C.
Reach x Frequency
ReachReach is the net (unduplicated) count or percent of the defined universe of the target audience exposed to content, advertising, or a specific ad, in a "screen" within a defined time frame (can be a day, week, or month, or even less-frequent time periods)
FrequencyFrequency refers to the number of times the target audience is typically exposed to content, advertising, or a specific ad, in the defined time frame.
For further information on the characteristics A-C
A.
Average Unit Audience
The number and attribution of individuals in the defined Visibility Areaa (= Opportunity to See [OTS] audience) to a unit of time that is equivalent to the length of the average ad unit delivered by the Network
Requires measurement of the "loop" frequency and the responder's "dwell time" during exposure to the screen
Viewed ImpressionThe number of individuals in the defined Visibility Area, facing the advertising screen whilst the advertisement is displayed, adjusted for the probability that they have looked at that ad content for time of a spot. Which represents the number of audience for a single ad exposure. It also refers to "Audience Impression" or Visibility Adjusted Contact (VAC).
Supplimentary Information:
For use of technical tools: The accuracy of the techniques shall be established through rigorous periodic testing. Technical tools should function accurately for the entire defined "Screen Visibility Area"; otherwise modification of the area should be considered. Physical or operational limitations of the technical tool shall be disclosed and the tool shall be subject to audit.
For use of surveys/interviews: It is nessesary to ensure the quality control on surverys/interviews.
Known variations in traffic that lead to audience variations shall e described to users of measurement data.
B.
Average Ad Audience
Audience to an advertisement can be espressed on the basis of the average ad unit in the screen's "loop" at the time.
The Average Ad Audience during this operating hours is calculated as follows(150+200+250+300)/4 = 225
C.
Reach x Frequency
ReachReach is the net (unduplicated) count or percent of the defined universe of the target audience exposed to content, advertising, or a specific ad, in a "screen" within a defined time frame (can be a day, week, or month, or even less-frequent time periods)
FrequencyFrequency refers to the number of times the target audience is typically exposed to content, advertising, or a specific ad, in the defined time frame.
Supplimentary Information:
For use of technical tools and surveys/interviews, as described in the previous section, subject to control, periodic test and audit.
Measures should seek to report the same basis as other media to allow for direct comparison.
