Place-based advertising
pursues standards

Arena Media Networks, an out-of-home video network with screens in over 30 stadiums, penned a deal with Nielsen to provide reporting on the reach of its screens.

Arena believes the Nielsen collabo will help establish a standard of reporting for the place-based ad industry. "The availability of standardized research from a respected company like Nielsen should lead to significant additional dollars coming into the [place-based advertising] marketplace," added EVP Corey Silverman of sales and marketing (via MediaBuyerPlanner).

Arena worked closely with the Out-of-Home Video Advertising Bureau (OVAB) to establish benchmarks and has also worked closely with Nielsen to ensure the methodology used for the study is consistent with its soon-to-be-released guidelines.