• by David Goetzl  @dgoetzl, June 23, 2009

Arbitron said Tuesday that it would use its Portable People Meter technology to launch a new service tracking exposure to out-of-home video networks. The offering, tabbed ARB-TV, aims to provide advertisers with some insight into consumption patterns of the burgeoning place-based networks.

"In today's increasingly mobile world, media companies and marketers want to know when and where consumers are being exposed to their content," said Alton L. Adams, an Arbitron executive vice president.

Out-of-home networks are becoming increasingly popular and difficult to avoid. They have a presence in doctors' offices, fast-food restaurants, grocery stores and more.

"Arbitron is partnering with a variety of best-in-class media customers that have been seeking services that generate a more comprehensive picture of their total audience," said Adams. He says ARB-TV is a natural extension of the company's existing services and "an important step towards cross-platform measurement capabilities." Arbitron said it has not yet requested accreditation from the Media Rating Council for ARB-TV, but continues to do so for PPM-based radio measurement in all markets -- having received imprimatur in Houston two years, and for a version in Riverside-San Bernardino this year.

Arbitron says the PPM, developed primarily for radio-use measurement, is set to be in the top-50 markets by next year. The PPM is about the size of a cell phone and detects audio tones when worn by a user.