• by Joe Mandese  @mp_joemandese, 7 hours ago

While it doesn't focus explicitly on planning or buying the medium, a very comprehensive guide has just been released for advertising and media pros who want to geek out on one of the fastest growing forms of digital media -- the out-of-home kind.

Interestingly, the just-released "Digital Out-of-Home Measurement Guide" was not published by either the OAAA (Out-of-Home Advertising Association of America) or the DPAA (Digital Place-based Advertising Association), but a trade association normally associated with online media, the IAB (Interactive Advertising Bureau).

That said, the guide is a great primer for anyone who wants to understand the current parameters for measuring a multitude of digital out-of-home audience experiences, including both quantitative, as well as qualitative, as well as the burgeoning "attention" metrics marketplace.

You can read it in its entirety here, but here's some quick infographics to give you an idea.