Arena Media Networks to Add Nielsen Measurement

Arena
Media Networks (AMN) will tap The Nielsen Company to produce advertising
measurement data for AMN’s network of digital advertising displays beginning in
the third quarter of 2008. The Arena Media Network’s PocketPiece is part of the
syndicated reporting that Nielsen announced for the place-based video
advertising industry.
“The
place-based advertising industry has recognized the need to simplify the buying
process through consistent and ongoing research of our audiences,” says
Corey Silverman, Executive Vice President of Sales and Marketing at Arena Media
Networks. “The availability of standardized research from a respected
company like Nielsen should lead to significant additional dollars coming into
the marketplace. AMN is very proud to demonstrate its industry leadership by
becoming one of the first place-based video networks to commit to ongoing
Nielsen measurement.”
“As
companies try to get smarter and more efficient with their marketing spend,
digital out-of-home video is proving to be a valuable component of their
strategy,” Silverman added. “This research is a major component of
AMN’s long term view of being part of the marketing planning process.”
AMN’s
collaboration with Nielsen will help to establish a standard of reporting for
this growing segment of the advertising industry. AMN has worked closely
with the Out-of-Home Video Advertising Bureau (OVAB) to establish their
benchmarks and has worked closely with Nielsen to ensure that the methodology
used for the study is consistent with those soon-to-be-released
guidelines.
“An
unmeasured medium is inherently an undervalued one,” said Paul Lindstrom,
Senior Vice President Strategic Media Measurement for The Nielsen Company.
“We are delighted that AMN has chosen to support our efforts to simplify
the buying process by supplying the kind of actionable data that advertisers
and agencies need for planning and buying this important growing media.”
AMN
has digital signage displays in more than 30 sports and entertainment venues
across the U.S.