• by Mitch Oscar , Op-Ed Contributor, November 18, 2008

A few weeks ago, media buying agency MPG, a sibling in the Havas family, birthed a new out of home digital video/experiential group, Chrysalis, cocooned by Connie Garrido. In celebration, Steve Lanzano, MPG COO, threw a party last week at MPG headquarters. Suzanne Alecia, president of the Out-Of-Home Video Advertising Bureau (OVAB), was tasked with providing the entertainment. The concept was simple: expose members of the Havas family (MPGers, MediaContacters) along with its clients to the wonders of digital video advertising in the place-based video realm to encourage integration into future planning and buying stratagems.  The esprit de corps consisted of 26 OVAB members strutting their wares on cloth-covered tables as Havasians strolled, finger food in hand, from presentation to presentation, for two hours during lunchtime.

Conversations ensued. Value propositions vetted. Deals consummated. Announcements forthcoming. Look to the trades.

During the gala, one question intermittently resurfaced, dampening, on occasion, some attendees' enthusiasm and threatening their support for place-based platforms: Nielsen Media Research's announcement that it was discontinuing its recently launched out of home service that was formed in concert with IMMI. Someone had to grab the "bull" by its disinformationed horns.

Nielsen's primary entry into out of home measurement is Nielsen On Location Media, whose mission is to deliver viewership data for place-based networks in all variety of venues including gas stations, shopping malls, health clubs, airports, coffee shops, fast food restaurants, airlines, bars, sports arenas, elevators, cafes, fast food joints, theme parks and retailers. Alive and well is the out of home digital video and display business projected to reach $2.4 billion in ad revenue this year. In contrast, the Nielsen Out of Home/IMMI research was designed to measure viewing to traditional television programming (broadcast and cable) outside the home -- an economically ill-timed stab at multiplatform interpolation. How it worked: IMMI provided panel members with a mobile phone, asking them to carry it with them wherever they went. The mobile phone was equipped with a technology that created digital signatures of the television audio to which it had been exposed. IMMI then matched these with audio signatures collected by IMMI from actual telecasts.

In fact, Nielsen has other measurement tentacles into the out of home arena: Nielsen Outdoor, "which measures billboard advertising with patented electronic meters using Global Positioning System technology" and Nielsen InStore, "which provides an overview of all instore and marketing vehicles that affect shopping decisions in retail stores."

For those concerned about Nielsen's desire for hegemony in the space -- and who isn't -- there are many other measurement companies mining the out of home realm. To name a few: OTX, Carroll Media Services, Certified Marketing Research Services (CRMS), Peoplecount, Shoppertrak, TruMedia, Videomining and OVAB consultant Jim Spaeth's Sequent Partners.

The following is a list (and succinct description) of out of home companies that performed at the MPG coming out party for Chrysalis:

Access 360 Media
Multi platform media network connecting with young adult consumers (12-34) through in-store, online and mobile content.

AdSpace
A full motion, audio/video digital programming and advertising network deployed across shopping malls in the top DMAs across the U.S.

AMI Meganet
With 15,000 broadband networked screens in bars across the country the company offers original content through digital jukeboxes, bar top video game and big screen TVs.

Arena
A national sports and entertainment media company providing the largest unwired digital TV network in stadiums and arenas across the country.

Captivate Networks
Delivers content (national news, entertainment and advertising) via 8,200+ wireless, digital screens located in the elevators of premier office towers in 23 of North America's top markets.

Care Media
Provides advertiser-supported educational programming within the captive environment of medical specialty offices i.e., kids, women and pets.

Channel M
Provides original content for retail in-store television networks.

CNN Airport
The only live customized television service specifically designed for air travelers with installations in 43 of the busiest U.S. airports.

Danoo
Delivers relevant, localized digital media to consumers in their favorite places, primarily in cafes and coffee shops in New York, Los Angeles, and San Francisco.

GSTV
A digital video network featuring CBS News and entertainment, ESPN sports and local market weather that reaches consumers at the gas station pump while they're on the go.

Health Club Panel Network
The nation's largest provider of advertising and marketing opportunities in health clubs to national brands.

IdeaCast Networks
A digital out of home advertising platform in over 1000 health clubs, 100s of airplanes, 3,800 transit vehicles and dozens of theme parks.

Indoor Direct
A digital network located in high volume quick service and casual dining restaurants across the country featuring TV content from CBS Outernet.

InStore Broadcasting Network
A digital out of home network distributing integrated audio and video advertising to the retail environment.

LevelVision
Leveraging its patented floor based LCD technology, the company has built one of the leading digital signage networks on college campuses.

NBC Everywhere
NBCU's newest division delivering customized NBCU content to consumers on the go.

OnSite Network
An out of home digital network reaching young adults in sports bars and environs around the country.

OnSpot
Provides relevant lifestyle, entertainment and informational programming through over 1,300 HD screens located in Simon Malls around the country.

Premier Retail Network
Provides in store media solutions delivering programming to over 225,000 screens across leading retailers with information that helps consumers make informed purchase decisions.

ProLink Solutions
A leading provider of GPS golf course management systems and revenue generating on course advertising reaching 13+ million golfers nationwide via 30,000 GPS screens.

Pumptop TV
A digital out of home media network with nearly 7,000 screens on top of gas station fuel dispensers across the country offering a five minute mix of programming and advertising.

Ripple TV
A digital out of home video advertising network located in 1,400 specialty retail locations nationwide including Borders Books, Coffee Bean and Tea Leaf, Tully's Coffee, Einstein Bros Bagels, Robeks Juice and Jack in the Box.

Screenvision
A leading cinema advertising company, providing premium marketing and media solutions for advertisers throughout their 14,000 screens in more than 2,300 theatre locations and 335 universities across 50 states covering 92% of U.S. DMA's.

Seesaw
A technology driven media company specializing in the aggregation of advertising inventory from digital out of home media networks.

Wall Street Journal Office Network
A communications service, developed in association with Dow Jones & Company, that delivers up to the minute news and advertising through high definition digital flatscreens located in premier office buildings across the U.S.

Zoom Media & Marketing
Provides targeted out of home solutions to reach select, desirable, consumers niches through advertising messages that reach 19,000 billboard locations in over 3,000 venues nationwide.

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