• by Erik Sass  @eriksass1, April 8, 2014

The Digital Place-Based Advertising Association is working with Nielsen to create two new audience research data services intended to help DPAA members demonstrate the reach and impact of digital out-of-home advertising, the industry organization announced.
 
The first program, the DPAA-Nielsen Service Bureau, will give DPAA members access on an ad hoc basis to several syndicated data sets from Nielsen with a limited license. Under the terms of the deal, DPAA members will gain access to Nielsen Scarborough data via PrimeLingo, and Nielsen’s MonitorPlus data via Adviews. (PrimeLingo and Adviews are both online interfaces operated by Nielsen.)
 
In effect, this is a sort of limited group membership, which will allow DPAA members to draw on Nielsen’s proprietary data for sales pitches and marketing materials without having to buy their own full corporate licenses, which may simply be too costly for smaller networks trying to grow their businesses.
 
The DPAA is also introducing the DPAA-Nielsen Digital Diploma Series Training Program. A Nielsen training team will conduct training Webinars and other teaching programs to familiarize DPAA members with how to use Nielsen’s qualitative and quantitative data sets in the sales process.
 
Nielsen On Location Vice President for Client Services George Brady stated: “Networks will have the ability to connect media consumption, consumer buying patterns and commercial ad spending in an efficient manner. These comprehensive local insights are paramount to any marketing strategy and in showing the value of an audience to a brand’s bottom line.”
 
This is just the latest in a series of new initiatives from the DPAA intended to extend the benefits of membership to small and medium-sized members.

In December, the DPAA moved to make membership more inclusive with a graduated rate structure for research vendors and technology companies, with dues calibrated to the size of the individual business.

"Digital Billboard" photo from Shutterstock.

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