As part of a broader shift of video advertising from “in-home” to “out-of-home,” independent out-of-home media-services agency Talon has unveiled a new “connected video” service unifying over-the-top TV and digital out-of-home video advertising. The goal, says Talon America CEO Jim Wilson, is to deliver “measurable incremental” audience reach tied to explicit “campaign spending business results.”
To dig into out-of-home (OOH) viewing, Nielsen analyzed data to see what content Americans are consuming beyond the comfort of their own couches. The analysis, which looked into total day out-of-home TV viewership from the beginning of 2017 to the end of May, uncovered a bevy of trends — some intuitive, and some surprising — that begin to scratch the surface of this new horizon in measured behavior.
The development of Nielsen’s out-of-home ratings system is one of the most closely viewed happenings in sports TV this fall, particularly when the NFL kicks off. After a season that saw NFL ratings fall by close to 10%, the increases that come from out-of-home ratings could build momentum for NFL telecasts that saw their biggest TV ratings drop in years, network executives say.
TAB will test a new measurement system using data collected from connected cars and smartphones while expanding the range of OOH formats measured and offering seasonal and daypart data.