On the heels of completing its first Arbitron audience measurement study, digital signage company LevelVision announced their membership in the Out-of-Home Video Advertising Bureau (OVAB). Earlier this year, LevelVision launched an aggressive effort to reach the 18-24 year old consumer market by deploying their unique floor-based digital screens to 315 college bookstores in 234 cities across 44 states.
Arbitron found in a recently-completed audience study that the LevelVision: College network delivers well over 20 million viewing experiences each month to an almost pure composition of the highly-coveted "Millennial" and Adult 18-24 audience segments. LevelVision will market and merchandise the Arbitron findings in accordance with the just-released OVAB Audience Metric Guidelines.
"We’re proud to be a new OVAB member, and we want to be among the very first networks to sell inventory based on the OVAB’s new metrics guidelines," said LevelVision President & CEO Bob Martin, who was formerly a founding member of the OVAB Agency Advisory Board. "Shifting the metrics for this emerging medium away from raw venue traffic and toward actual ad campaign deliveries is an enormous step, and a blunt recognition of how advertisers’ expectations are evolving for other mass media. That OVAB has introduced a comprehensive audience metric guideline in less than two years is a monumental achievement."