As digital out-of-home video grows larger and more complex, media agencies and networks are developing more flexible and sophisticated ad sales models. This week brought an interesting new agreement from CNN and Starcom USA, guaranteeing out-of-home lift for Starcom clients with ads running on CNN and its sister channel HLN, including Allstate, DeVry, Kellogg's, Sears Optical, and Walgreens.
The deal, which came together in CNN's upfront negotiations, uses Arbitron's Portable People Meter panels to measure audience exposure to specific advertising schedules on CNN and HLN via video displays in public places, including airports, offices, hotels and gyms. It also provides Starcom with campaign-specific metrics and insights into consumer behavior and media consumption, drawing on Arbitron's detailed information about its panelists, which includes things like age, gender, race, income, and other demographic characteristics.
The deal is important for a few reasons, all pointing to growing recognition of the power of out-of-home video. On the advertiser side, it represents an acknowledgment from major advertising clients that out-of-home video advertising deserves credit for its ability to reach consumers; it also provides a major boost to CNN's audience figures. On the network side, CNN's audience guarantee makes out-of-home video advertising as accountable as regular TV. The deal also represents a significant win for Arbitron, which unveiled its plans for out-of-home TV measurement last year with ARB-TV.
Greg D'Alba, executive vice-president and chief operating officer for CNN Ad Sales and Marketing, explained the rationale: "With the proliferation of television screens everywhere, it's imperative that advertisers gain real insight into when and where customers are exposed to their brand, both inside and outside the home."