Adspace Networks Inc. (NYC) is announcing that Scarborough Research will serve as its third-party, traffic-measurement provider to add greater flexibility to advertising clients and agencies. Scarborough’s data will be added to the ad-rate card for Adspace’s Digital Mall Network. The data will provide specific metrics on mall foot-traffic and repeat visits over time. The data allows Adspace to accurately calculate reach and frequency and break it down by the designated market area (DMA). Contrastingly, Nielson’s On Location viewing estimates are based on traffic counts provided by mall operators.
Adspace Executive VP and Chief Marketing Officer William Ketcham said, “As the network is integrated into more mainstream media plans that include TV and radio, our audience data must support reach and frequency planning models.”
In 2008, the Out-of-Home Video Advertising Bureau formulated measurement guidelines. With these guidelines in place, DOOH networks have sought competitive advantages by augmenting the basic metric with more precise data on their audience characteristics and the impact of contextual factors, like venue and location, on receptivity to advertising and brand perception.