This week I attended the Digital Signage Expo in Las Vegas.
Aside from attending sessions and roaming the floor, I attended TruMediaâ€™s Proactive Marketing (PROM) kick-off, where Suzanne Alecia, OVAB President, Paul Lindstrom, SVP Nielsen OnLocation, and others discussed the value of measurement and how the efficient utilization of audience data will facilitate growth in this media platform. All underscored how accountability and audience measurement will play an important role in the development, growth, and survival of DOOH networks this year.
Mr. Lindstrom pointed out to the audience, consisting mostly of networks and providers, that forÂ place-based networks to be in the buy, they have to be in the plan. Following the presentation I askedÂ him to expand on this thought and explain what Nielsen doing to help agencies include DOOH ad networks into their planning processesÂ and tools.
Find out what Nielsen recommends for DOOH marketers: