A new association has been formed to bring order and standards to the nascent out-of-home video advertising world, reports MediaWeek.
The recently-created Out-of-Home Video Advertising Bureau has established a 14-member panel to provide guidance and advice to advertising agencies. The panel's mandate includes the creation of industry-wide metrics and guidelines on best practices for the field.
The metrics and guidelines that come from the panel will help to accelerate spending on out-of-home video ads.
MAGNA recently predicted the field would grow by 24.7 percent in 2008. The education the board could bring to agencies and others, though, could help that growth increase as fears are relieved and metrics for success are agreed-upon.
