• by David Goetzl , July 15, 2008

Advertisers' unceasing quest for accountability has prompted a deal to measure consumption of in-stadium advertising. Arena Media Networks, which places screens with programming and ads in some 30 stadiums, has a deal with Nielsen to track reach for its high-definition screens.

The metrics will become available by Oct. 1. AMN did not provide many details on how the data would be compiled or released.

However, it expects the collaboration with Nielsen could lead to a standardized gauge for digital out-of-home measurement. Guidelines from the Out-of-Home Video Advertising Bureau will inform some of the ultimate standardization.

"An unmeasured medium is inherently an undervalued one," said Paul Lindstrom, a senior vice president at Nielsen. He said the measurement company aims to work with AMN to "simplify the buying process by supplying the kind of actionable data that advertisers and agencies need for planning and buying this important growing media."

The AMN screens--part of the boom in place-based advertising tools--reach consumers during sports contests, concerts and other events. The screens can be particularly alluring when available as consumers wait in line at concession stands.

AMN said a "PocketPiece" will be employed to generate the metrics as part of Nielsen's foray into place-based video advertising tracking. AMN executive Corey Silverman said Nielsen's involvement "should lead to significant additional dollars coming into the marketplace."