Out-of-Home Video Ad Bureau Creates Advisory Board

Looks to Standardize Metrics for $6.8 Billion Place-Based-Ad Industry

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NEW YORK (AdAge.com) -- The out-of-home space just got more organized. The Out-of-Home Video Advertising Bureau (OVAB) announced the formation of its first advertising-agency advisory board, comprising top executives from across the industry.
Initiative CEO Alec Gerster is an OVAB advisory board member.
Initiative CEO Alec Gerster is an OVAB advisory board member.

The board members are: Alec Gerster, CEO, Initiative; David Verklin, CEO, Carat; Robert C. Martin, VP-group media director, Universal McCann; Jack Sullivan, senior VP-media director, out-of-home, Starcom; Jim Spaeth, founder-principal, Sequent Partners; Heather Armstrong, director-out of home media, GSD&M; Judi Crisileo, VP-outdoor services; Norm Chiat, VP-director, out-of-home, Mediavest; Dan Wilkins, chief operating officer, Wilkins Media; Kris Magel, national broadcast account director, Zenith; Damon Peirson, VP-group director, out of home services, Zenith; Ryan Laul, managing director, Hyperspace Digital; Baba Shetty, exec VP-director, media, Hill Holiday; and Jeff Minsky, director, OMD Next.

Seek universal metric
OVAB President Kim Norris told Ad Age earlier this month that members of the advisory board had expressed interest in working with the diverse companies -- which include Captivate, AdSpace and SeeSaw, among others -- to develop a more universal metric to measure place-based media. Earlier this month, mall-based network AdSpace teamed up with Nielsen to develop its own metric, a model that Ms. Norris said could likely be followed going forward.

"Nielsen is looking into studies within this space as are Arbitron and other companies. The ways in which the consumer is interacting with these screens and the frequency shows there's a very positive consumer reaction to their presence, in the malls in this case," she said.

The next step for Ms. Norris and her fellow OVAB board members is to work with the agency side of the table to have a more detailed conversation about the fastest-growing sector of an industry, in which marketers spent $6.8 billion in 2006.

"There needs to be a better process in place to help agencies understand the power of digital advertising networks and how they can be used to maximize results on behalf of clients," Alec Gerster, CEO of Initiative, said in a statement. "The work with OVAB will initiate a dialogue between the agencies and these networks to find a method for ease of planning and execution."
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