AUDIENCE METRICSGUIDELINESBY

SEQUENT PARTNERS
JIM SPAETH, STEVE SINGER, MARYANA HORDEYCHUKAugust 8, 2008© 2008 Digital Place-based Advertising Association, Inc.

These Guidelines are authorized for use only by the recipient
designated by the DPAA, and may not be further copied,referenced or used by any party without the express writtenconsent of the DPAA.
For general information about the Digital Place-based Advertising
Association products or services, please contact:
Digital Place-based Advertising Association, Inc. (DPAA®)
535 Madison Avenue 20th floor.
New York, NY 10022
646-205-8525
www.DP-AA.org

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ACKNOWLEDGEMENTS
Sequent Partners wishes to express its appreciation
to the Digital Place-based Advertising Association for its vision andsupport of this project. DPAA’s President, Suzanne La Forgia, andResearch Vice-President Anna Fountas, have been remarkably
generous in the unlimited energy they have given to this project.
DPAA’s Research and Standards Committee and Agency Advisory
Board have been instrumental to the ability of this initiative to findcommon ground between buyers and sellers of the medium.

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TABLE OF. CONTENTS.
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I.
Introduction. ........................................................................................................ 1
II.

Principles............................................................................................................. 3

III.

Executive Summary ........................................................................................... 4IV.

The Guidelines in Context: The Measurement Framework ........................... 7

V.

Detailed Guidelines .......................................................................................... 11VI.

Beyond Currency.............................................................................................. 22

VII.

The Process....................................................................................................... 24

VIII.

State of the Industry ........................................................................................ 30

IX.

Appendices ....................................................................................................... 37

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TABLE OF. FIGURES.
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Figure 1: Digital Place-based. Audience Hierarchy .................................................................... 5
Figure 2: Illustrative Research Services by Medium.................................................................. 7
Figure 3: Comparison to Other Major Media ............................................................................ 9
Figure 4: Example of the Evolving Measurement Context ...................................................... 10
Figure 5: Definitions of Opportunity To See ........................................................................... 12
Figure 6: Illustration of Average Ad Unit Impressions Calculations for Three Networks withDifferent Vehicle Zone Dwell Times. ................................................................................ 16
Figure 7: Media Metric: Visit/Exposure .................................................................................. 31
Figure 8: Media Metric: Dwell Time ....................................................................................... 32
Figure 9: Media Metric: Frequency ......................................................................................... 33
Figure 10: Media Metric: Reach .............................................................................................. 34

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I. I NTRODUCTION
Television moved beyond exclusive in-home viewing years ago,
but technological advances, restive consumers, and creative
marketers have multiplied out-of-home viewing opportunities
dramatically in recent years. These digital place-based networks
are not included in the same audience measurement systems thatprovide the currency metrics for the traditional national television
networks or local television stations. Many have commissioned
high quality custom audience studies, but even the best custom
research lacks the direct comparability among vehicles enjoyed byother media, each with a single syndicated audiencemeasurement system providing their currency metrics.
Given the great diversity of venues at which these networks canbe found, it is difficult to envisage a single syndicated audiencemeasurement system covering them all. But it is not difficult toconceive of a comparable set of audience metrics produced by avariety of quality methods, each well suited to a specific venue
and its network. If each audience measurement study strives to
produce the same set of metrics with an acceptable level ofresearch quality and the data reporting is harmonized, the results
can be safely compared for any number of typical media planningand buying analyses.
These Guidelines seek to provide the basis for such a set ofcomparable metrics and to begin the process of defining theacceptable research methods for their measurement. The desired
outcome is a series of independent audience measurement
studies that can be taken together to serve as a currency for
digital place-based networks. The benefits of such an outcome, toboth buyers and sellers of these media, are obvious.
These Guidelines have been developed recognizing that many ofthe digital place-based networks are in a nascent business stage
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Audience Metrics Guidelines

1without the level of revenue necessary to support the kind ofaudience measurement they might ultimately desire.
Consequently, the Guidelines seek to strike a balance between
measurement that is reasonably suitable for media planning andbuying and measurement that is reasonably suited to an earlystage business. In particular, we must acknowledge that these
Guidelines endeavor to harmonize metrics, but take only the mostrudimentary steps to ensure the harmonization of measurement
methods. Such differences among studies can impact theaudience levels obtained. At this stage these Guidelines
recommend transparency, in particular, use of the appended
disclosure form, as an interim solution. But it would be wrong tolive with this compromise for too long. These Guidelines must be
viewed as a “living document”; one that will be revised as thedigital place-based network business develops. As the funds
become available for higher quality measurement methods, thenetworks owe it to the buyers to reward their patience with
better measurement.
These Guidelines have been developed as an initiative of theDigital Place-based Advertising Association. Great care has beentaken to represent the interests of both sellers and buyers ofdigital place-based networks. The interests of media sellers havebeen represented by the DPAA Research and Standards
Committee; see Appendix D. The interests of media buyers havebeen represented by the DPAA Agency Advisory Board; see
Appendix E. These Guidelines have also been rooted in feasible
research practices with the input of thirteen research providers
listed in Section VII and sixteen DPAA members, also listed in
Section VII, who provided examples of their most recent researchstudies.

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Audience Metrics Guidelines2II. P RINCIPLES
The principles of good audience measurement are the same for all
media.

1. MEET THE NEEDS OF THE ENTIRE MARKETPLACE:
Buyers and sellers of the medium, large and small, every party
that plays a role in the media marketplace must be served equallyand impartially, otherwise the role of audience measurement as
currency cannot be fulfilled.

2. EFFECTIVE INDUSTRY CONSULTATION:
The first principle can only be met if all elements of the media
marketplace are consulted and their input, both technical andbusiness, is considered objectively in the ongoing maintenanceand further development of the audience measurement system.

3. TRANSPARENCY:
Impartiality and research quality can only be ensured withtransparency. The audience measurement method must be open
to industry scrutiny.

4. BEST RESEARCH PRACTICES:
We might modify this principle, temporarily, to say best
affordable research practices. The audience metrics produced will
not have the credibility required of a currency unless bestpractices are employed.

5. QUALITY CONTROL:Best practices are worthless unless implemented painstakingly
and reliably. Quality control is essential in an endeavor for which
the devil is in the details. Research quality should be open toindustry audit.
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Audience Metrics Guidelines

3III. E XECUTIVE S UMMARY
A more detailed discussion can be found in Section V, but thissection provides a concise summary of the recommended
audience measurement metrics for digital place-based networks.

AVERAGE UNIT AUDIENCE should be the currency metric for
digital place-based networks. Average Unit Audience is defined as
the number and type of people exposed to the media vehicle with
an opportunity to see a unit of time equal to the typicaladvertising unit.
Audiences are expressed differently for dynamic media such as
television versus static media such as posters. The latter countexposures, the former count exposures per time unit such as
average minutes for national television or quarter-hours for local
television and radio. These Guidelines provide an audience metric,
Vehicle Audience, suitable for comparison with static media. But
to enable comparability with other video media, digital placebased networks require a dynamic audience metric. Due to thevariations in commercial unit lengths and content environments, asingle time unit will not be appropriate for all networks.
Audiences should be expressed as the average audience for a unitof time equal to a typical advertising unit – Average Unit
Audience. This is not a measure of advertising audience which
would be a measure of the viewers of a specific ad; it is a measureof the viewers of the vehicle for a unit of time equal to the typicalad unit.
As with other media, this metric is most accurately called an
Opportunity To See (OTS). It is based on three qualifying
characteristics – Presence, Notice, and Dwell Time. A person must
be present in a location from which the vehicle is both visible and,
where appropriate, audible. Digital place-based networks areunlike traditional television in that there is not always an
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Audience Metrics Guidelines4…the value of the media currency metrics increases.

intention to view as a person encounters the screen. To accountfor this difference, an additional qualifying characteristic is
required – evidence that the screen has at least been noticed. The
dwell time, or time spent in this location, must be measured toenable the calculation of exposures per time unit. Together,
Presence, Notice and Dwell time qualify a person as having an
Opportunity To See.

As audience metrics are refined to more closely approach exposure to advertising…

Figure 1: Digital Place-based Audience Hierarchy

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For some networks the measure of Average Unit Audience
recommended in these guidelines will also provide a goodmeasure of AVERAGE AD AUDIENCE. As such, when put into
practice it will bring digital place-based networks’ audience
reporting to the same level as in-home television’s current C3standard and traditional outdoor’s upcoming Eyes On
impressions.
For planning purposes, REACH AND FREQUENCY measurement,
or measurement of the parameters for their estimation byindustry accepted models, are also required. Direct measurement
may be possible with a panel. In other cases measurement of thefrequency of visiting the venue in a period of time such as a day, aweek and a four-week period may be sufficient for model
estimation.
Both audience and reach and frequency must be broken out by
relevant audience characteristics. At minimum these should beindustry standard age and gender demographics, as detailed inAppendix B. However, target audiences should also be defined inother ways that more fully express the value a particular network
delivers to advertisers.
These Guidelines do not address the issue of compliance; they
presume that the advertising appears as scheduled in all locations
intended. A process for assuring compliance is essential, but
independent of the audience measurement process and therefore
beyond the scope of this document.

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Audience Metrics Guidelines

6IV. T HE G UIDELINES IN C ONTEXT :T HE M EASUREMENT F RAMEWORK
These Guidelines are set in a measurement context which
considers both the need to represent the value provided by the
media vehicle and the current, and anticipated, audience, andmetrics of other media. Media and advertising value can be
represented at many levels. As we progress along thismeasurement spectrum the measurement task becomes moredifficult, sometimes to the point of infeasibility given current
technique. At the same time the level of relevance to theadvertiser increases and with it the ability of the metric to fully
represent the value of the media vehicle. The eight stage model,
below, is adapted from the ARF Media Model, revised in 2003.

Figure 2: Illustrative Research Services by Medium

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The simplest to measure, but least relevant gauge of value isdistribution and verification (e.g. audited circulation in print). Thisis venue traffic for digital place-based networks. At the other endof the spectrum we have purchase and consumption behavior,
which are affected by product, packaging, price, promotion, anddistribution among other factors. Advertising and media factors
generally offer only a minority of the forces at play here. The
media vehicle is fully responsible for delivering its audience andpartially responsible for delivering its audience to the commercial.
The ad message itself bears at least equal responsibility in its role
to hold the audience delivered. The influence of the media vehicle
diminishes sharply as we proceed to attention, communicationand persuasion. There are media effects due to the state of mind
in which the viewer is delivered to the advertising by the media
vehicle for which the vehicle can take credit. These latter stages
are the province of advertising research, not media research. But
they can be useful in gauging the contribution of the media
vehicle to sales effectiveness, and hence the value of the medium.
Focusing on audience metrics, in Figure 3 on page 9, we see mostmedia are currently measured at the vehicle exposure level, as
recommended for digital place-based networks. The exceptions
are outdoor, measured at the distribution (traffic) level, andInternet, measured at the advertising exposure level. But this ischanging.

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Audience Metrics Guidelines8

Figure 3: Comparison to Other Major MediaAs one focuses in on the evolving state of audience measurement,
in Figure 4, it can be seen that there is a move toward advertising
exposure measurement. Outdoor is moving from vehicle
measurement toward a measure of advertising exposure with
TAB’s eyes-on initiative. Television is also moving to advertising
exposure with Nielsen’s C3 metric. Neither measures the
exposure to specific advertising, but both provide a strong
measure of the likelihood to see the advertising. In both cases thisis due to marketplace questioning about the rate at which vehicle
audiences are actually exposed to the advertising.

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Audience Metrics Guidelines9

Figure 4: Example of the Evolving Measurement Context

The lessons for digital place-based networks are clear. Solidvehicle audience metrics are necessary to be comparable to thecurrent state of measurement. Metrics that provide a measure ofconfidence in the likelihood of exposure to advertising are
becoming necessary to be fully competitive, and the networks
should prepare for the need to measure exposure to specificadvertising in the near future. In addition, measures of media
engagement and advertising effectiveness are important forestablishing the relative efficacy of digital place-based networks
among the other media.

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Audience Metrics Guidelines10V. D ETAILED G UIDELINES
AUDIENCE:
Audience is the most common currency metric for media in theUS, so it provides comparability among media. While domesticallyvehicle audience metrics have dominated, it must be noted thatoutside the US, advertising audience is the most common
currency for television and with the recent move to C3, the US
television currency is moving in that direction.
Audiences are added across announcements to provide Gross
Impressions which can then be divided by population to yield
GRPs. Cost can be divided by Audience (expressed in thousands)
to provide cost per thousand (CPM). Audience is the source ofmost of the key metrics of media planning and buying.
Audiences are expressed differently for dynamic media such as
television versus static media such as posters. The latter countexposures, the former count exposures per time unit such as
average minutes for national television or quarter-hours for local
television and radio. Digital place-based networks require adynamic measure to enable comparability to other video media.
Due to the variations in commercial unit lengths and content
environments, a single time unit will not be appropriate for all
networks. Audiences should be expressed as the average
audience for a unit of time equal to a typical advertising unit. This
is not a measure of advertising audience, which would be ameasure of the viewers of a specific ad; it is a measure of theviewers of the vehicle for a unit of time equal to the typicaladvertising unit.
As with other media, this metric is most accurately called an
Opportunity To See (OTS). It is based on three qualifying
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characteristics – Presence, Notice, and Dwell time. A person must
be present in a location from which the vehicle is both visible and,
where appropriate, audible. Out-of-home networks are unlike
traditional television in that there is not always an intention toview as a person encounters the screen. To account for thisdifference, an additional qualifying characteristic is required –evidence that the screen has at least been noticed. The Dwell
Time, or time spent in this location, must be measured to enable
the calculation of persons per time unit. Together, Presence,
Notice and Dwell Time qualify a person as having an OTS.
In practice, measurement of all three characteristics may bechallenging. But it is through this framework that the various
methods of realizing this metric will be evaluated. The more
stringent the metric, the greater the relevance to the advertiser
and credibility for the medium, as depicted below.

Venue

VehicleAdvertising

Convenient

Comparable

Competitive

Presence

Presence

Traffic

NoticeVehicleDwell
Time

Average
Ad
Dwell
Time

Specific
Ad
Dwell
Time

Audience

Figure 5: Definitions of Opportunity To See

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VEHICLE TRAFFIC: PRESENCE
The most basic qualification for Audience exposure is to be in the
Presence of the vehicle, in the Vehicle Zone. For a vehicle withsound, this means being in a location from which it is audible. In
all cases it requires being in a location from which the vehicle isvisible. This is the Vehicle Zone. The level of precision with which
Vehicle Zones are defined may vary, but the credibility of themetric will depend upon this level of precision and transparency.
VEHICLE TRAFFIC is the number of people present in the Vehicle
Zone and may be counted directly, either manually orelectronically, and then projected to the total population of the
network’s coverage area. Or it may be estimated as a proportionof the venue traffic and projected based on third-party venue
traffic estimates. The latter approach offers the advantage of
estimating the ebb and flow of audience over time periods, days
and seasons, and if there is reason to believe that the relationshipbetween Venue Traffic and Vehicle Traffic is reliable over time. To
the degree that this relationship varies, it should be sampledacross these variations to produce a comprehensive average, or
better, to provide estimates of the relationship at different times
or settings.
Venue Traffic and Vehicle Traffic are not sufficient audience
metrics. They are components of Vehicle Audience and their data
sources and method of application to the calculation of Vehicle
Audience should be transparent.

VEHICLE AUDIENCE: PRESENCE WITH NOTICE
Presence in a location from which the vehicle is visible and ,where appropriate, audible for a sufficient Dwell Time is still notenough to qualify an OTS. Consumers approach traditional media
with an intention to view, read or listen; the assumption that they
are viewing, reading or listening when in the Presence of thevehicle is, therefore, reasonable; although this offers no
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assurance of exposure to specific ads. Consumers sometimes
approach digital place-based by chance, with another mission inmind. The vehicle must be noticed before the assumption of OTS
can be deemed reasonable. Notice is defined as having looked atthe vehicle during the time for which the person was present. This
provides for a measure of vehicle exposure, not ad exposure.
In practice, this could be measured in a variety of ways. Notice isdifficult to observe without the aid of technology such as a headcamera, eye-tracking, facial recognition, or retina detection. Morecommonly, notice is based on the respondent’s claim during aninterview following the event.
The proportion of Vehicle Traffic which notices the vehicle is the
VEHICLE AUDIENCE. It is defined as the number of people wholooked at the vehicle while in the Vehicle Zone. This would be a
sufficient audience metric for static media such as posters, and isuseful for comparing digital place-based with still media despite
the inherent apples and oranges nature of such comparisons.

AVERAGE UNIT AUDIENCE: PRESENCE WITH NOTICE FOR A
PERIOD OF TIME EQUAL TO THE TYPICAL AD UNIT
Average Unit Audience should be the currency metric for digitalplace-based networks. Average Unit Audience is defined as thenumber and type of people exposed to the media vehicle with anopportunity to see a unit of time equal to the typical advertising
unit. Unit in this context always means the duration of the
network’s typical Ad Unit.
Presence with Notice is not enough to produce a dynamic metricsuch as the average minute or average quarter-hour employed bytraditional television. Dwell Time in the Vehicle Zone must also bemeasured to provide a measure of Presence, with Notice, during atime interval equal to the length of the typical ad unit. Vehicle
Zone Dwell Time is defined as the number of seconds the viewer isin the Vehicle Zone with Notice.
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The Vehicle Zone Dwell Time is divided by the ad unit length toobtain the number of ad units exposed, which is then divided by
the number of ad units in the ad rotation duration to obtain the
average ad unit exposure. Or more simply, the Vehicle Zone Dwell
Time is divided by the Ad Rotation Duration. Averaged across the
sample, this provides the average ad unit exposure for the total
population, or the population segment of interest. Where therotation length, number of ads, or individual ad frequency in thecommercial rotation varies, these calculations can be done on
average, or to reflect each specific variation in these factors. The
Dwell Time of multiple exposure occasions within the unit ofmeasurement, e.g. a day, or daypart, for the same person can besummed to produce an average. The dynamics underlying that
average could be expressed as a frequency distribution of
exposures and a net reach.
These Guidelines do not address the measurement of compliance,
how completely the advertising runs as scheduled. However,compliance rates, obtained through an independent process, canbe applied to audience impressions as a discount factor wherecompliance is incomplete.
For many media, the level of exposure to the vehicle has been
assumed to approximate the level of exposure to the advertising.
Developments in technology and consumer control of their media
experience have resulted in a weakening of this assumption. As aresult we are seeing other media move to metrics, such as C3 fortelevision and eyes-on for outdoor, to offer greater assurance ofcommercial exposure. These metrics fall far short of gauging
actual exposure to specific ads, but focus the vehicle exposure
measurement on the time when advertising is present for
television, or discount vehicle audience to reflect the likelihood ofcommercial exposure for outdoor.
Consider the following illustration of two networks which are very
similar, except that they have very different Vehicle Zone Dwell
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Times, see Figure 6. In both cases we are estimating the total
gross impressions for a schedule period. This might be a week, or
multiple weeks and should reflect the network’s unit of sale. Eachstarts with a third-party measure of venue traffic, 2000 in thisillustration, to which we then apply the three dimensions ofaudience: Presence, Notice and Dwell Time, captured throughresearch in a sample of venues, either through manual orelectronic counting methods.

VENUE TRAFFIC% PRESENT IN THE VEHICLE ZONEVEHICLE TRAFFIC% NOTICE (VEHICLE)VEHICLE AUDIENCEVEHICLE ZONE DWELL TIME
AD ROTATION DURATIONAVERAGE UNIT GROSSIMPRESSIONSFOR THE SCHEDULE PERIODSCHEDULE PERIOD(THE NETWORK’S UNIT OF SALE)
Network B Network C
Network A
2000
2000
2000
50%
50%
50%
1000
1000
1000
80%
80%
80%
800
800
800
60 seconds 240 seconds 120 seconds
120 seconds 120 seconds 120 seconds

400

1600

800

Figure 6: Illustration of Average Ad Unit Impressions
Calculations for Three Networks with Different Vehicle Zone
Dwell Times.
The research provider has determined that the level of presencein the sampled vehicle exposure zones for both networks is equal
to exactly 50% of the total sampled venue traffic at any point in
time, yielding vehicle traffic of 1000. An intercept interview of a
sub-sample of those present revealed that 80% of them had
noticed the video screen, yielding a vehicle audience of 800. This
was also the same for both networks. The research provider’sobservers had clocked the average vehicle zone dwell time for
network A to be 60 seconds; half the time required to be exposed
to all of the commercials in the rotation. That means that half of
the 800 Vehicle Audience was available to the average ad yielding
Average Unit Gross Impressions of 400, during the schedule
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period. For the second network, vehicle zone dwell time isconsiderably longer, 240 seconds, so that the average viewer is
exposed to each ad twice. As a result the average unit Gross
Impressions were 1600. In the case of the third network, C,
vehicle zone dwell time is exactly equal to the time required tosee all ads, yielding Average Unit Gross Impressions equal to
Vehicle Audience, 800.
Known variations in the traffic to audience relationships should bemeasured, providing accurate audience estimates for each variant
such as day of week or daypart.
These illustrations have been fairly simple, but they are thebuilding blocks from which more complex scenarios can beassembled and calculated.

AVERAGE AD AUDIENCE
In keeping with most common industry practice, these Guidelines
recommend a currency metric for digital place-based networks
which, strictly speaking, should be considered a vehicle audience
metric. However, it is essential to acknowledge the recent
movement in our industry toward advertising audience metrics.
An Average Ad Audience can be calculated in much the same way
as Average Unit Audience. In fact, for networks that run
continuous rotations of ad content, with or without adjacent
program content, the metrics are identical. When ads areinterspersed with other content this same calculation still
provides a good estimate of Average Ad Audience. But it requires
evidence, or the assumption, that audience behavior is the same
during ads as during other content. The strength of thisassumption depends on a number of factors including the natureof the ads and the programming content and the exposure
setting. If Vehicle Traffic (traffic in the Vehicle Zone), Notice andVehicle Zone Dwell Time data are not collected specifically for ads

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versus program content, then the best estimate of Average Ad
Audience remains the Average Unit Audience.

REACH AND FREQUENCY
Reach and Frequency is essential for media planning. Reach isdefined as the net number, or percent, of the target audience
exposed to a schedule of announcements in the vehicle within adefined time frame, most typically one week, four weeks, or one
day. Frequency refers to the frequency distribution of exposurelevels among the population reached. Often the term simply
refers to the Average Frequency of exposure rather than the full
distribution. In addition to Reach and Frequency of a schedule ofannouncements in a single vehicle the terms may refer to the
Reach and Frequency of a multiple vehicle schedule. The term
cume is often used for the total Reach of all possible
announcements of a vehicle over a period of time, typically one
day, one week or four weeks. The term Uniques is synonymouswith Reach and is often used for online media.
Reach and Frequency is a result of the audiences of multiple
vehicles. As such it is built up from the same three part standard:Presence, Notice and Dwell Time.
Reach and Frequency statistics are used in media planning todetermine the best schedule, within and across media, to achievea given communication goal with a given budget.
For some media, reach can be tabulated when data is collected
continuously from a panel. For most media, a model is required
and duplication statistics must be collected, along with audiencedata, to parameterize the model. For digital place-based
networks, Frequency of Exposure within the time frame, oneweek, four weeks, etc., must be collected. Most often thisrequires respondent recall of their behavior.

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DEMOGRAPHIC BREAKOUTS
A standard set of DPAA demographic and geographic breaks havebeen developed to aid comparability among digital place-based
networks and between digital place-based networks and othermedia. See Appendix B. While all networks are encouraged toprovide any breakouts that help represent the value provided by
the vehicle, or the value provided to specific advertisers, audience
metrics should also be provided by the DPAA standard breaks.

DATA REPORTING
The data should be reported to reflect the unit of sale. Unlike thefamiliar model of broadcast television in which individual ad units
are transacted, digital place-based networks are sold in schedules.
The reports should include whatever aggregations ofannouncements are most relevant. In addition, we recommend
the following data be reported to harmonize comparisons:

Weekly Average Ad Unit Impressions: Average Weekly
Impressions for a single ad running over the course ofan entire week; equal to the Average Unit Audience,
where Unit means duration of the network’s typical Ad
Unit, times the number of occasions the ad runs in thecourse of a weekWeekly Average Ad Unit Reach: Net Reach for a single
ad running over the course of a week

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VENUE TRAFFIC
Venue traffic metrics are not acceptable as currency for digitalplace-based networks. However, venue traffic may be used toestimate finer breakdowns of Vehicle Audience, such as forindividual markets or venues.

DATA IMPARTIALITY
The data used to develop Vehicle Audience metrics must be
impartial and come from a third party, objective, provider.

DATA QUALITY
The data used to develop Vehicle Audience metrics must be ofadequate quality. Given the nascent state of the digital placebased networks, specific methodological requirements are notbeing set at this time. Reliance will be placed on full disclosure of
the method and field results by the research provider. The DPAA
Disclosure Form, Appendix A, should be used by research
providers for this purpose.
Some aspects of research quality are fundamental and not amatter of detailed specifications. In all instances these Guidelines
recommend the following:The sampling frame should reflect the entire universe to bemeasured.

The sampling locations, measurement times, vehicle
exposure zones and individuals should be selected
randomly from the sampling frame. Response rates must
be reported.

Presence, Notice and Dwell Time should be measured andsome indication of the accuracy of those measuresprovided.

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If venue traffic is employed, some attestation to its
accuracy should be provided.

Audience measurement services, for most major media, aresubject to the scrutiny of the Media Ratings Council; audiencemeasurement for digital place-based networks should be
subjected to this type of scrutiny in due course. For the present,
research providers must provide descriptive detail of their
method to enable users to assess both general data quality as well
as how well the issues of Presence, Dwell Time and Notice are
addressed.

ENGAGEMENT AND ADVERTISING EFFECTIVENESS
Additional research, beyond the scope of currency metrics, is also
recommended. Engagement metrics such as attention andprogram environment contributions to persuasion via message
priming, or tonal congruence can document the value of digitalplace-based networks. Specific ad recall (aided and unaided),likeability, persuasion, communication, brand attribute lift andother widely accepted ad evaluation metrics can be very useful incomparing the value of digital place-based networks to othermedia. Finally, behavioral outcomes such as traffic, inquiries, andsales provide a clear indication of the value these networks canprovide.

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Audience Metrics Guidelines21VI. B EYOND C URRENCY
Many of the studies used to collect audience measurement
metrics also collect advertising performance metrics. While these
Guidelines only directly address audience metrics, these efforts
are laudable. Even when audience exposures are counted in thebest possible way, the metrics obtained are silent on the value ofthe exposures they count. The relative value of each network’s
impressions can be gauged by how well the advertising placed onthese networks performs. Metrics used for this purpose must be
accepted by advertisers. Acceptable metrics include:
Recall: Brand (unaided) Brand (aided) Ad (unaided) Ad (aided)
 Number of ads/brands
recalled out of total

Branding: Brand favorability Brand loyalty
 Brand attribute lift

Persuasion: Purchase intent
 Brand buy next
 Consideration set

Behavior:
 Usage lift Traffic lift Sales lift
 Number of website
visits Tell a friend
 Net Promoter score

While not measures of ad performance, attitudes toward theadvertising can often help diagnose ad performance andespecially help assess the contribution of the medium. Typicalattitude metrics include:

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Awareness: Of vehicle
 Of any advertising Interaction withadvertising
Appropriateness of vehicle:
 Appropriateness to thevenue Liking Drives venue preference

Interest:
 Attention
 Receptivity
 Relevance Entertaining Uniqueness

These types of metrics are often collected via exit intercept
surveys in test and control locations, or post-exposure telephoneor online interviews with test and control groups. While beyond
the scope of these Guidelines, the digital place-based industry
would benefit from greater consistency in the definition andmeasurement of these metrics.

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Audience Metrics Guidelines23VII. T HE P ROCESSThe DPAA Metrics Guidelines initiative was an inclusive, open andobjective process. Three constituencies have been involved:
research providers, media sellers and media buyers. The research
providers consulted were those who have provided audiencemeasurement for DPAA members in the recent past and those
who have exhibited audience measurement expertise in the US or
globally. They have been consulted to ensure that these
Guidelines are grounded in current best practice. The media seller
constituency was represented by DPAA’s Research and Standards
Committee. The digital place-based networks represented on thisgroup attended to the issues of interest and concern to media
sellers including how well the recommended metrics reflect thevalue offered by their networks, on one hand, and how feasible
and affordable the recommended metrics might be for their earlystage companies, on the other. The media buyer constituency was
represented by both the DPAA Agency Advisory Board and,ultimately by the AAAA Media Research Committee. We looked tothese groups to ensure that the recommended metrics are
credible and actionable. The metrics must be of sufficient qualitythat there is no need for agencies to discount them for doubts
about the measurement. The metrics must be of sufficient
relevance to be integrated directly into agency planning andbuying systems. These Guidelines are the product of balancing
those interests and constraints.
The first step of the Initiative was to reach out to a broad group of
research companies that may have the interest, capability and will
to tackle this challenge with DPAA and its members. Starting
January 15, 2008, Sequent Partners distributed Requests For
Information (RFI) to 19 research and technology providers:

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17 Full Service Research Providers
1. Arbitron

10. The Nielsen Company

2. Carroll Media Services, Inc.

11. OTX

3. Certified Marketing
Research Services

12. Peoplecount

4. Edison Media Research

13. Project Apollo
14. Scarborough Research
5. IPSOS, North America
15. Simmons
6. KANTAR Media Research
7. Knowledge Networks

16. TNS Media Research
17. VideoMining
8. Millward-Brown
9. MRI

2 Technology Providers
1. ShopperTrak
2. TruMedia

Note: the companies are listed in alphabetical order.

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The RFI offered an introduction to the initiative and then posed
eight questions to the research providers:
1. What work have they done for digital place-based: for digitalplace-based, OOH digital signage, or other relevant OOH
media? Do they have in-home video experience that might betransferable?
2. If they have done work for Digital Place-based, what metrics
do they offer? What measurement methods do they typically
recommend? What proportion of these studies is periodic or
ongoing as opposed to one time only? Do they have any
unique expertise, capabilities, or technologies? Would they beinterested in partnering with another company offering
complementary capabilities such as technology?
3. Where Digital Place-based media measurement fits in theirfirm’s plans and corporate priorities?
4. Who are the experts in their company and outside of theircompany?
5. How would they recommend we approach the challenge ofproviding comparable measurement among so many
disparate media while employing the best method for each?
6. What role do they think is appropriate for government,
industry or other public data in measuring public place media?
7. What qualities and capabilities do they think are important inselecting a research company or combination of companies, tomeasure a digital place-based medium?
8. What medium in this country, or in the world, do they think isparticularly well served by its measurement service and why?

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13 full-service research and technology companies
provided written responses:
1. Arbitron/Scarborough*7. The Nielsen Company

2. Carroll Media

8. Peoplecount

3. Certified Marketing
Research Services

9. Project Apollo

4. Edison Media Research
5. Knowledge Networks

10. ShopperTrak
11. TruMedia
12. VideoMining

6. MRI*Arbitron/Scarborough delivered a joint response.
During the month of March, 2008, RFI respondents were recontacted for further information.
Also collected were recent audience research reports from mostof the DPAA member networks:

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15 DPAA members provided audience research reports:
1. AdSpace Mall Networks

9. ProLink

2. BroadSign

10. Screenvision

3. Captivate

11. SeeSaw Networks

4. Channel M

12. Simon Brand Ventures

5. Healthcare News
Network

13. Target Channel Red

6. IdeaCast

14. The Wall Street Journal
Office Network

7. NTN Buzztime

15. Transit TV Network

8. Premier Retail Networks(PRN)

After reviewing the information provided by the researchcompanies and the DPAA member audience research reports wewere able to document the current measurement landscape. Thiswas reviewed with the DPAA Research and Standards Committee,(RSC), representing the member networks, and the DPAA Agency
Advisory Board (AAB) as well as the DPAA Board of Directors.

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SEQUENT PARTNERS’ PERSPECTIVE ON THIS PROCESS
Based on this dialogue with both media sellers and buyers, westrove to define common ground in which the value of the media
could be fairly represented without the demands of economicallyinfeasible research methods.
These Guidelines represent the first step on a journey fromconvenient metrics to comparable metrics and then tocompetitive metrics. In the past, convenience in the form of
readily available data and infrequent, affordable research was a
primary consideration for many of these new businesses. It isconceivable that convenience may remain the key consideration
for those networks still in a nascent stage. But the majority of
DPAA member networks are ready to move, or have already
moved, to comparable metrics; metrics that are both comparable
among digital place-based networks and between out-of home
video networks and other media. With these Guidelines we hope
to facilitate that move for as many DPAA members as possible.
We look ahead to competitive metrics representing both higher
value metrics and higher quality measurement methods. The
DPAA networks offer unique opportunities for advertising
exposure, audience engagement and action. Attempting torepresent these in their currency, today, would be overreaching.
But not reflecting it in their research leaves a potential
competitive advantage off the table. We expect that at somepoint these types of metrics will move from ad hoc research tothe media currency of DPAA’s member networks. But this can’t
happen until these added values are broadly appreciated in the
media marketplace.

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VIII. S TATE OF THE I NDUSTRYThis process, in addition to informing the development of these
Guidelines, offers a perspective on the state of the industry – themeasurement capabilities available to digital place-based
networks. While not exhaustive, the summary in this section
offers a snapshot of digital place-based measurement as it was
found through this process. It does not reflect digital place-based
measurement as recommended by these Guidelines.
Custom studies are often combined with third-party counts
and/or syndicated audience measurement services to provide therange of metrics outlined in Figures 7-10, below.

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VISIT/EXPOSURE:(Gross number of times)

Venue

Media Vehicle

Ad Unit

DEFINED

Venue Traffic:
Number of visitors, inthe venue, for a periodof timeAverage Unit Audience:
Number of visitors, of
specified characteristics, inthe Vehicle Zone, who
noticed the vehicle, during aunit of time equal to thetypical ad unit

Ad Audience:
Number of visitors, of
specified characteristics,
in the vehicle visibility
zone who noticed the ad

MEASUREMENTMETHODS

Venue Traffic:
Third party dataTransaction dataIndustry or
government data

Average Unit Audience:
Apply factor to venue traffic
based on Ad Awareness

Ad Audience:
Apply factor based on
Ad AwarenessMeters or other passive
counting technology

Manual counts(Intercept interviews)

Manual counts (Passive
observation)

Meters or other passive
counting technology

Respondent recall

Respondent recall

Respondent recall

Venue Traffic:
Necessary but not
sufficiently qualified tocount as Vehicle
Audience, thedefinition of currency
for most media.
Used in some media toprovide more detailthan the available
audience metrics. For
example, circulation
for magazines andnewspapers.
Traditional OOH has
used automotive traffic
counts as currency, but
is now in transition.

Average Unit Audience:
This is the currency metricfor most media. For
example: television ratingsfrom Nielsen, or radio
ratings from Arbitron
The Internet audience data
comes from Nielsen
NetRatings and ComScore,
but does not serve as
currency for this medium.

Ad Audience:
This is the currency
metric for Internet
media, as measured bytheir own server logs.
Traditional OOH, given
the current TAB
initiative, is moving inthis direction.
Television is also
moving towardcommercial exposure.
If Vehicle Audience isthe current currency
standard, it would be
wise to prepare for theevolution of currency
metrics to Ad
Audience.

Manual counts (Passive
observation)

CONTEXT

Figure 7: Media Metric: Visit/Exposure

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DWELL TIME:(How long?)

Venue

Media Vehicle

Ad Unit

DEFINED

Venue Visit Time:Time spent in the venue
during the total visit
time

Vehicle Zone Dwell Time:The number of seconds theviewer is in the Vehicle Zone
with Notice

Ad Exposure Time:The number of seconds
spent watching andlistening to the ad

MEASUREMENTMETHODS

Venue Visit Time:
Respondent recall

Vehicle Zone Dwell Time:
Meters or other passive
counting technology

Ad Exposure Time:
Manual counts(Intercept interviews)

Manual counts (Passive
observation)

Meters or other passive
counting technology

Vehicle Zone Dwell Time:
Broadcast media use timebased metrics: average
minute (television meteredmeasurement ) or averagequarter-hour (television andradio diary measurement)
Magazines use time-spentreading as a measure ofquality, but not currency.

Ad Exposure Time:
Television is moving toa measure of averagecommercial minute forthe program. There isdiscussion of specificcommercial pod or
specific commercial
ratings

CONTEXT

Venue Visit Time:NA

Figure 8: Media Metric: Dwell Time

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FREQUENCY:(How often per person?)

Venue

Media Vehicle

Ad Unit

DEFINED

Venue Visit Frequency:
Number of venue visits
per visitor during the
average day. Week, or
4-week period

Vehicle Exposure
Frequency:
Number of separate
exposures of a Vehicle
Audience member, during
the venue visit, or during the
average day, week, or 4-weekperiodAd Exposure Frequency:
Number of separate ad
exposures, of an adaudience member,during the venue visit, or
during the average day,week, or 4-week period

MEASUREMENTMETHODS

Venue Visit Frequency:
Respondent recall

Vehicle Exposure
Frequency:
Respondent recall

Ad Exposure Frequency:
Respondent recall

CONTEXT

Venue Visit Frequency:
NA

Vehicle Exposure
Frequency:
Frequency of exposure ismeasured in broadcast
media for weeks, or withpanels, over longer timeframes such as 4-weekperiods. It is projected withmodels for all media.
Frequency of viewing or
reading within a period isused as a measure ofengagement.

Ad Exposure Frequency:
NA

Figure 9: Media Metric: Frequency

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REACH:(How many net people?)

Venue

Media Vehicle

Ad Unit

DEFINED

Venue Reach:
The net number ofvisitors to the venue
during the average day.
Week, or 4-week period

Vehicle Reach:
The net number of visitors,of specified characteristics,
in the vehicle zone, during
the average day. Week, or 4week period

Ad Exposure Reach:
The net number ofvisitors, of specified
characteristics, in the
Vehicle Zone who
watched and listened tothe ad, during the
average day, week, or 4week period

MEASUREMENTMETHODS

Venue Reach:Respondent recall

Vehicle Reach:Respondent recall

Ad Exposure Reach:Respondent recall

CONTEXT

Venue Reach:
NA

Vehicle Reach:
Reach of a media vehicle in aweek or 4-week is a primarymeasure of value which
drives recency based media
plans.

Ad Exposure Reach:NA

Figure 10: Media Metric: Reach

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A broad range of measurement methods are in use to produce
these media metrics. Currently, the industry is served
predominantly by on-site manual observation and intercept
personal interview conducted on a one-time-only or periodic
basis. However, providers stand ready with a number of alternate
approaches, designs and technologies, including:Panels (online, PPM, PDAs)
Online surveys
Telephone surveys
Technologies including video based counting and facialrecognition

The techniques listed in Measurement Methods sections of
Figures 7-10 are used to provide the set of metrics outlined priorin the same table.
Combining the suggestions each research company offeredregarding how to best provide comparable measurement acrossdiverse venues, we begin to form best practices. These initialideas include:Research must be: transparent, projectable, repeatable
and reliableProbability sampling must be used

Traffic measurement is imperativeConsider three types of venues, each may require different
approaches – stationary video in public places; stationary
video in private places; and mobile videoOvert on-site audits of manual counting operations arenecessary to ensure their quality.

Supplement audience measurement with studies ofengagement and ad performance

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Similarly a composite of all research provider responses provides
a characteristics checklist for choosing a research company:Credibility and reputation

Experience measuring traditional and emerging media,
and especially digital place-based

Understanding the complexities of measuring digital placebased venues

Clear strategy for inclusion of electronic measurementSampling expertiseIn-house field staff



Responsiveness to clients

Experience gaining MRC accreditation

In summary, the process showed us:Which research companies are interested in digital placebasedThe breadth of resources available to DPAA members

The diversity of methods in use

With this initiative, the research community has been notified
that DPAA members are ready to raise the bar.

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IX. A PPENDICES
A. AUDIENCE METRICS RESEARCH DISCLOSURE FORM
B. STANDARD RECOMMENDED DEMOGRAPHICS
C. PROVIDER DIRECTORY
D. DPAA RESEARCH AND STANDARDS COMMITTEE
E. DPAA AGENCY ADVISORY BOARD
F. ABOUT DPAA
G. ABOUT SEQUENT PARTNERS
H. UPDATED GLOSSARY OF BUYING AND SELLING TERMS FORDIGITAL PLACE-BASED ADVERTISING NETWORKS.

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APPENDIX A:

DPAA® AUDIENCE METRICS RESEARCHDISCLOSURE FORM
(PLEASE ATTACH A TECHNICAL APPENDIX, IF AVAILABLE)

A. STUDY DESCRIPTION
Network:
Research Provider:
Commissioned by:Dates fieldwork was conducted (month, year):(Began):(Completed):

Purpose(s) of the study:
Audience Measurement

Programming

Reach & Frequency

Attitudes

Advertising Effectiveness

Lifestyles

Total Venue Traffic

Product Purchase

Advertising Engagement

Inter-media Comparisons

Other

Please specify:

38

Planned Study Frequency:
Quarterly

Semi-annual

AnnualBi-annualOne-time

Other:

Vehicle Audience Metrics:
Please indicate which dimensions of the medium’s audience were measured. For each,
describe in detail how the metric was captured: Vehicle Traffic Yes
No[Vehicle Traffic is Presence, being in the Vehicle Zone, a location fromwhich the vehicle is visible, and when appropriate, audible]NoticeYes

No[Looked at the vehicle during the time for which the person was present]

39



Vehicle Zone
Dwell Time

Yes

No

[The number of seconds the viewer is in the Vehicle Zone, a locationfrom which the vehicle is visible, and if appropriate, audible]

Venue Traffic Counts
Yes



No

Were any third party data used in this study, such as
government, industry or venue owner statistics?
Yes

No

If yes, please provide details of the source(s) used and how these data
were applied:

40

VI.

Vehicle Audience Calculation:
How were the measured dimensions, as defined above, combined to
calculate Vehicle Audience?

41

Reach & Frequency Metrics:
Please identify the Reach and Frequency metrics provided, the data captured for thispurpose and the method of calculation.
Reach and Average Frequency:
YesNo

If yes, describe the data captured and the method of calculation used:

Frequency Distribution
YesNo

If yes, describe the data captured and the method of calculation used:42

B. DETAILED METHODOLOGY REVIEWI.

Type of study design (please check all that apply):Probability sample [sampling units at every level selected randomly]

Non-probability sample [one or more sampling units selected non-randomly]Stratified

Clustered

Other:II.

Data Collection Method (please check all that apply):
For which metrics or metrics
dimensions:

Personal Interview – in-home
Personal Interview-at work
Personal Interview – venue Intercept
Technology-based passive counting
Manual passive counting
Internet
Telephone
Mail
Other

Please specify:

43

III.

Study Universe:

Please enter the specific population to be represented (e.g., Total adults in the U.S,vs. individuals with defined characteristics, such as women in a given market, hotel
guests, mall shoppers, etc.)

IV.

Sample Frame:

Please describe the base from which respondents/sampling units are drawn (e.g.,
telephone households, internet users, health club members, shoppers at a specificmall):

V.

Selection of Locations:

Please indicate how geographic areas, venues and specific locations were selected forthe sample:

MarketVenue

Specific Location
Selection
Rationale

Total U.S.

44

VI.

Selection of Individuals:

Please indicate how individuals were selected at each of the selected sampling
locations:VII.

Target Populations’ Sample Size:

Please enter primary targets and sample sizes. If sampling error estimates areavailable please append them to this document:
Demographic target

Sample Size

Total Adults

45

VIII.

Response Rate (for probability samples only):

The number of completed interviews as a percentage of the originally designatedrespondents, less those disqualified, as recommended by AAPOR. A detailed
response rate calculator can be downloaded from this page of AAPOR’s site:
http://www.aapor.org/responseratesanoverview?s=response%20rate%20calculator .
A simplified version of this calculation follows:
Sample Disposition% of Starting Sample(a) Completed interviews/observations(b) Incomplete interviews/observations(c) Refusals(d) Non-contacts among known eligibles(e) Non-response among other known eligibles(f) Non-response among sample of unknown
eligibility(g) Estimate of eligibles among (f) this could comefrom the percent of eligibles among the sample
that has been contacted(h) RESPONSE RATE

IX.

a/{(b+c+d+e) + (g*f)}

Were incentives used?
YesNo

If yes, please describe:

46

X.

Was in-tab sample data weighted?
YesNo

If yes,YesNo

Was probability of selection weighting employed?


Range: ___to___Was non-response weighting employed?


Range: ___to___Was sample balancing weighting employed?


XI.

Range: ___to___Are materials available for review?

Questionnaire forms

Yes

No

Fieldwork instruction forms

Yes

No

47

Contacts
At Research Company
Name:
Email:
Phone:

Name:
Email:
Phone:At Commissioning Company
Name:
Email:
Phone:

Name:
Email:
Phone:

Submitted by:Title:
Company:
Date:
Signature :48

APPENDIX B:
STANDARD RECOMMENDED DEMOGRAPHICS:(These are the standard breakouts used in media research; eachstudy should include only those that are relevant.)
Sex:



Male
FemaleAge: 18+
 18-24 25-34
 35-49
 35-54
 50-64
 50+
 55+
 65+
Additional data highly valued: 2-11
 12-17 18-21
HH Income: Under $20,000
 $20,000-$49,999
 $50,000-$59,999
 $60,000-$74,999
 $75,000-$99,999
 $75,000+
 $100,000+

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Individual Employment Income: Under $20,000
 $20,000-$49,999
 $50,000-$59,999;
 $60,000-$74,999;
 $75,000-$99,999;
 $75,000+,
 $100,000+
Education: Last grade completed: Grade school (8th grade) or less
 Some High School
 High School Graduate Some College
 College Graduate or higher
Marital Status: Married Domestic partnership Widowed
 Divorced or Separated
 Single (never married) Parent Pregnant
Race:







White
Black
Asian
Multi-racial
Other
Hispanic Descent

HH Size:

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




1 member
2 members
3 members
4 or more members

Presence of children: None in the household Any children under 18
 Youngest child under 6
 Youngest child 6-17
 Male child(ren) under 18
 Female child(ren) under 18
Employment Status:
 Employed full time (35 or more hours) Part Time (less than 35 hours)
 Self-employed Unemployed Retired Student (full time) Homemaker (not employed outside the home) Disabled OtherCounty Size (of residence):
 A County
 B County
 C County
 D County

Geography (of residence): National (as appropriate)
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Audience Metrics Guidelines51 DMA Metro Coverage Area
Geographic Region (of residence):(as defined by Census)
 Northeast North Central
 South West(as defined by Nielsen) Northeast
 East Central
 West Central
 South Pacific,
 Pacific
Home Ownership: Own home
 Rent Live Rent Free

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APPENDIX C:PROVIDER DIRECTORY:
Research providers who cooperated with this project are listed
below:RESEARCH PROVIDERS

Arbitron/ScarboroughArbitron
142 W. 57th Street
NY, NY 10019-3300
Rob Winston, Senior Account Manager, Arbitron Outof-Homerobert.winston@arbitron.com
Michelle Lorenz , Senior Account Manager, Southern
RegionArbitron Television Services
michelle.lorenz@arbitron.com
Scarborough Research
770 Broadway
New York, NY 10003
Bob Cohen, President & CEO
BCohen@scarborough.com
Jane Traub, Senior Vice President of Research
JTraub@scarborough.com

Carroll Media Services, Inc.
11180 State Bridge Rd.
Suite 207
Alpharetta, GA 30022
Glenn Carroll, President
g.carroll@carrollmedia.com

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

Certified Marketing Research Services
7 Hudson Street
Kinderhook, NY 12106
Jacqueline Mueller, Sales & Marketing Manager
jmueller@certifiedmarketingresearch.com
Maria Bruno, Vice President, Chief Operating Officer
MBruno@ certifiedmarketingresearch.com

Edison Media Research
6 W. Cliff St.
Somerville, NJ 08876
Joe Lenski, Executive Vice President
jlenski@edisonresearch.com
Tom Webster, Vice President
twebster@edisonresearch.com

Knowledge Networks
570 South Ave. East,
Cranford, NJ 07016
David Tice, Vice President, Client Service
dtice@knowledgenetworks.com

MRI
75 Ninth Avenue, 5th Floor
New York, NY 10011
Jay Mattlin, SVP of New Ventures
Jay.Mattlin@mediamark.com

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The Nielsen Company
770 Broadway
New York, NY 10003
Paul Lindstrom, Senior Vice President, Nielsen Media
ResearchPaul.Lindstrom@Nielsen.com

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Peoplecount
263 Adelaide Street West, Suite 204
Toronto, Ontario, Canada M5H 1Y2
Kelly McGillivray, President and Chief Methodologist
kelly@peoplecount.bizVideoMining Corporation
403 S. Allen Street
Suite 101
State College, PA 16801
Varij Saurabh, Product Manager, Business Analytics
vsaurabh@videomining.com

TECHNOLOGY PROVIDERS

ShopperTrak RCT Corporation
200 West Monroe, 11th Floor
Chicago, IL 60606
Bill Martin, President & CEO
bmartin@shoppertrak.com
Shana Lussenhop, Product Manager
slussenhop@shoppertrak.com

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TruMedia
12610 Race Track Rd
Tampa, Fl 33626
Dr. Vicki Rabenou, Chief Measurement Officer
vicki@tru-media.com

APPENDIX D:DPAA RESEARCH AND STANDARDS COMMITTEEDIGITIAL PLACE-BASED ADVERTISING ASSOCIATION 535 MADISON AVENUE 20TH FLOOR NEW YORK, NY 10022 (646) 205-8525 WWW.DP-AA.ORG

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DPAA Research and Standards Committee members include thefollowing industry professionals:
Chris Goumas, Access 360 Media, Inc

Alan Lutrin, AdSpace Networks

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Nurlan Urazbaev , BroadSign International, IncSarah Nastasi, Captivate NetworkChris Gayton, Channel MJoann Ellis, Health Care News NetworkJennifer Friedlander, IdeaCast, Inc.

Mark Mitchell, Office Media NetworkMike Quinn, Premier Retail Network

Jim Bell, Reactrix Systems, Inc.

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Lauren Zweifler, ScreenvisionPeter Bowen, SeeSaw Networks

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Mikael Thygesen , Simon Brand Ventures, On Spot DigitalAnna Kruse, Target

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APPENDIX E:DPAA AGENCY ADVISORY BOARDDPAA Agency Advisory Board members include the following
industry professionals:


Bob Martin, Bob Martin Media ConsultingDavid Verklin, Carat

Heather Armstrong, GSD&M’s Idea City

Baba Shetty, Hill Holliday

Ryan Laul, Hyperspace Digital

Alan Schulman, imc2

Alec Gerster, InitiativeKris Magel, Initiative MediaDavid Krupp, KineticEnza Veltri Chiodi, MacDonald MediaNorm Chait, Media Vest

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Christina Radigan, OMG

Jeff Minsky, OMD

Dave Matera, OOH Pitch

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Judi Crisileo, Outdoor Services

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Jim Spaeth, Sequent Partners

Chris Boothe, Starcom

Jack Sullivan, Starcom

Daniel Wilkins, Wilkins Media Company

Sarah Brasfield, Zenith Optimedia

Robert Jayson, Zenith Optimedia

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Damon Peirson, Zenith Optimedia

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APPENDIX F:ABOUT DPAATHE DIGITAL PLACE-BASED ADVERTISING ASSOCIATION seeks to help
both the advertising community and the operators of digitalplace-based networks to measure and maximize value from thesepowerful media platforms. Our mission is to:Educate the advertising community on the power andavailability of digital place-based networks and promote
their use

Identify ways to make it easier for advertisers to plan, buy,and evaluate the effectiveness of advertising on digitalplace-based networks through the development ofstandards and industry-wide researchDemonstrate and promote the effectiveness of Digital
Place-based AdvertisingCreate a forum for substantive, ongoing collaboration
between advertisers, agencies, and the networks to drive
continuous improvement for all stakeholders

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APPENDIX G:ABOUT SEQUENT PARTNERSSEQUENT PARTNERS is a consulting firm that was formed in 2003
specifically to advance the practice of linking marketing andmedia metrics to financial metrics. This is done to help
advertisers and the media better measure and manage not only
marketing investments and their short-term returns, but also thelong-term value of marketing assets such as brands, customer
relationships and marketing capabilities including market
knowledge. Though rarely measured well, such intangible assets
account for the majority of the value of leading market-focused
firms. By working to help clients more effectively manage thesehighly valuable assets in financial terms, we can enable them tobuild brand and customer value, in order to grow total
shareholder returns. In six words, we focus on “customer
value…brand value…shareholder value.” We believe these threecomponents of value can, and should, be linked in financial
terms.
Very shortly after Sequent Partners was formed, early clients andother marketplace players made it clear that the media world is
one of the most promising arenas in which to apply theCompany’s core principles described above. Given the importanceand increasing complexity of media investments for brandbuilding, it is not surprising that most of our clients have seized on
Sequent Partners’ unique capabilities in the media and advertising
space. Therefore, most current consulting assignments of thishighly specialized company focus on helping leading advertisers,
leading media companies and associations, and leading researchorganizations to navigate today's rapidly and extensively changing
media landscape. Our assignments have focused on key
performance metrics development and new media measurement
and strategy.

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Clients have come to Sequent Partners for thought leadership andanalytically-oriented consulting to help their companies leverage
the rapidly expanding range of media options and to better build
their brands. Recent highly visible engagements have included
Project Apollo, Ball State University’s Media Acceleration Project,
Nielsen’s Council for Research Excellence’s Video Consumer
Mapping Study (with BSU), and the measurement guidelines
initiative for DPAA (the new and explosively growing Digital Placebased Advertising Association). Less visible but equally important
are a variety of client-confidential consulting projects related tomedia, advertising, and brand building metrics.
As captured in the brief bios below, Sequent Partners brings adepth of experience to help address client needs. Moreinformation is available at www.sequentpartners.com.
Customer Value…Brand Value…Shareholder Value ®

BILL MOULT is a Founding Partner of Sequent Partners.
Immediately prior to co-founding Sequent Partners LLC in 2003 asa brand and media metrics consultancy, Bill served as President of
the Marketing Science Institute, a non-profit organization thatcombines the resources and efforts of world-class marketingorganizations and leading researchers from marketing academia
worldwide, to advance the science of marketing. Having joined
MSI in early 2000, Bill co-founded in 2002 the first worldwide
CMO Summit with the Wharton School and McKinsey & Company.
For most of the 1990s, he was President and CEO of ASI Market
Research and then IPSOS-ASI, the world's largest provider of TV
advertising testing, and a leader in other aspects of advertisingresearch. For most of the 1980s, Bill was President of BASES (nowa part of The Nielsen Company). During this period, BASES

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Audience Metrics Guidelines61became the U.S. market leader and then the world leader in new
product forecasting.
He received dual Bachelor's Degrees in Management Science andPsychology from Carnegie-Mellon University, an MBA from theWharton School, and a Doctorate in Marketing from the Harvard
Business School.
Bill.Moult@sequentpartners.com, 617.877.3191

STEVE SINGER is a Senior Consultant with Sequent Partners LLC andthe founder/President of the advertising and media research
consultancy, TSG, Inc., since 1997. TSG, Inc. provides a broad
spectrum of services to its advertising agency and media salesorganization clients.
Steve’s experience in media planning and research includes 20
years at major agencies during which he was Director of Research
for two of the industry’s most prestigious companies: BBDO andY&R. He also led the entire media operation including buying,planning and research at Slater Hanft & Martin. In 1990, hehelped launch the Network Television Association which
represented ABC, CBS and NBC broadcast television networks toadvertisers and agencies and also served as director of research
for Eller Media Company, at that time the largest outdoor
company in America.
Steve’s industry leadership roles have spanned virtually all media
including: Chairman of the ARF’s Video Electronic Media Council,
Chairman of the Agency Media Research Council, President of theRadio and TV Research Council, and he is currently serving on the
TAB’s Out-of-Home Technical Committee.
Steve.Singer@sequentpartners.com, 203.966.0651

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JIM SPAETH is a Founding Partner of Sequent Partners.
Immediately prior to co-founding Sequent Partners LLC as a brandand media metrics consultancy, Jim served as President of ARF,
The Advertising Research Foundation, for seven years. Under Jim's
leadership, ARF expanded its scope to incorporate all aspects ofmarket research practice on a global basis. Recent ARF priorities
of relevance to the venture include Marketing and Media ROI,
CRM, Brand Valuation, Digital Marketing and the transformationof the research function from a business focused social science toa business discipline focused on value creation through theapplication of social science technology. Jim and his teamestablished ARF's mission as profitable business through effective
research and insights.
Prior to his leadership role at ARF, Jim spent over a decadedeveloping new research tools to improve clients' businessperformance. He has also led the media research and planning
function at General Foods and Young & Rubicam. Jim is the coauthor of Market Research Matters and numerous articles, as well
as a frequent conference speaker. He has served on the boards ofa number of industry associations. Jim holds a B.A. in
Mathematics, an M.S. in Econometrics and a Ph.D. in Economics.
Jim.Spaeth@sequentpartners.com, 914.271.5162

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APPENDIX H:GLOSSARY OF BUYING AND SELLINGTERMS FOR DIGITAL PLACE-BASEDADVERTISING NETWORKSPRESENTED BY THE DIGITAL PLACE-BASED ADVERTISINGASSOCIATIONDIGITIAL PLACE-BASED ADVERTISING ASSOCIATION 535 MADISON AVENUE 20TH FLOOR NEW YORK, NY 10022 (646) 205-8525 WWW.DP-AA.ORG

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Ad Audience: The number and type of people exposed to thespecific ad, with an opportunity to see.
Ad Exposure Time: The number of seconds spent watching andlistening to the ad.
Ad Exposure Frequency: The number of separate ad exposures ofan ad audience member during the venue visit, or other period.
Ad Exposure Reach: The net number of viewers, of specified
characteristics, in the vehicle zone who watched and listened tothe ad, during a time period.
Ad Rotation Duration: the number of seconds required to view allof the ads in a rotation or loop.
American Association of Public Opinion Research (AAPOR): A
non-profit association whose members are engaged (orinterested) in sound, ethical public opinion and survey research.
Adjacency: A commercial time slot immediately before or after a
specific ad or program.
Alternative Out-of-Home Advertising: A segment reported
advertising expenditures that includes spending on digital
billboards, out-of-home television networks and place-based
media.
Affidavit: Legitimate proof of posting by the vendor that theadvertiser’s message ran as scheduled.
Animated Sponsorship: The ability for an advertiser to have an
animated logo associated with a particular piece of content.
Assets: Audio, video, still photography, logo graphics etc, andsimilar elements which are used as components to create finishedadvertising spots.
Audience: The number and type of people exposed to a vehicle
with an opportunity to see the typical advertising unit.
Audience Composition: The demographic and/or socioeconomic
profile of the network’s audience that is inclusive of thepercentage of the total audience falling in each segment.

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Audited Circulation: The certification of traffic count or
circulation by a recognized third party according to national
procedures approved by the buyer and seller community.
Avail: Inventory available for purchase in specific time periods.
Average Ad Audience: the number and type of people exposed tothe average ad unit. For most networks this is identical to the
Average Unit Audience.
Average Unit Audience: The Vehicle Traffic, with Notice, for a unitof time equal to the typical ad unit.
Average Ad Unit Impressions: The sum of exposures vehicle
audiences for a schedule of digital place-based network
announcements. See Gross Impressions.
Average Ad Unit Reach: The net number of people exposed to thedigital place-based network during a given period of time, often
one or four weeks. See Reach or Net Reach.
Awareness: knowledge or understanding of an object, idea or
thought. In this case, the consumer is cognizant of the digitalplace-based network, the programming, and/or the advertisingcontained within.
Back to back: The running of more than one ad with one
immediately following the other.
Banner Advertising Banner advertising displays along the bottomof the screen when either the video advertising is playing, or
during programming as a part of a sponsorship.
Best Practices: "The quality of a survey is best judged not by its
size, scope, or prominence, but by how much attention is given to[preventing, measuring, and] dealing with the many important
problems that can arise." --"What is a Survey?", American
Statistical Association, 1996
Billboard: A sponsor announcement at the beginning or end of
program content.
Bookends: Two commercial units, usually 15 seconds each,ordered to run specifically in the first and last position of the samecommercial break.

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Campaign: The planning and execution of a marketing plan,
including advertising schedules, promotions, events and othermedia.
Cancellation Policy: The terms under which an advertiser cancancel an ad unit or units scheduled that has already beenpurchased and scheduled, including the required amount ofadvance notice and any applicable financial penalty orconsequence for early termination.
Captive: An audience confined to an area in which consumers
have a strong likelihood of being exposed to the messaging. (Seealso, Self Directed Engagement).
Channel: A specific, prescribed, or official course or means ofcommunication. In regards to digital place-based, this refers to aparticular network of venues.
Compliance: Fulfilling the terms and requirement of a buy;
delivering what is due.
Confirmation: Written verification that the order has been
received and will clear.
Coverage area: Geographic area covered by network installations.
CPM (Cost-Per-Thousand): The cost to generate 1,000
impressions.
CPP (Cost-Per-Point): The cost to buy one rating point, or one
percent of the population in a defined geography or universe.
Cume: The unique number of people exposed to the digital placebased network during a given day, week, four-week or otherperiod of time. Synonymous with “Reach.”Daypart: A partial segment of a medium’s overall operating hours,
during which programming and/or advertising is customized toappeal to a particular demographic or target audience.
Digital Advertising Networks: Digital networks integratingtargeted entertainment and/or information program content withadvertising narrowcast through digital networks and/or screens inplace based venues such as big box and small retail, transit, malls,

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grocery, health clubs, medical offices, gas stations, officebuildings, hotels and other out of home consumer venues.
Digital Billboards & Displays: Communicate advertising-only
messages through screens equipped with LED (Light emitting
diode) or LCD (Liquid crystal display) technology, often changing
at predetermined times, or through motion recognition
technology, to showcase multiple brands.
Digital Sign: A display device that has the ability to display
dynamic advertising and replaces static billboards and posters.
Digital Signage Network: The connected grid of digital signs,
which can be controlled remotely (via the internet).
Discrepancy: When an invoice and the original order for anadvertisement do not match.
DMA: A geographic area defined by Nielsen Media Research as agroup of counties that make up a particular TV market, in which
the preponderance of TV viewing is from TV stations located in
the particular market.
Dwell time: The amount of time a viewer is in a vehicle zone; thenumber of seconds the viewer is in a location from which thevehicle is visible and, if appropriate, audible.
Engagement: The degree to which consumers focus or pay
attention to a particular program or message. The level ofengagement can be a function of the message’s relevancy to theconsumer, the degree of interactivity of the medium, the natureof the consumer exposure (e.g., stationary vs. in-movement
impressions, captive vs. non-captive audience, etc.) and thebreadth of competing messaging.
Exposure: A consumer’s experience with an advertising medium
or message.
Eyes-On: A new measurement for traditional Outdoor whichreflects the probability that a person notices a billboard, andtherefore, the advertising on it.
Favorability: Positive perceptions of a particular brand or productwhich have been influenced by messaging and/or experience.

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Flight: The Advertising campaign period for a particularadvertising spot or spots, expressed in days or weeks. Also known
as duration.
Frequency: The average number of times a person is exposed to amessage, program or network within a given period of time, often
one or four weeks.
Frequency distribution: The percentage of respondents reachedat each level of exposure to an advertising schedule.
Gross Impressions: The sum of exposures to a schedule of digitalplace-based network announcements.
Gross Opportunity to View Audience: The total number ofincidences, over a period of time, where consumers are in an area
where they have the opportunity to view an installed network.
This number can be reported by demographic segment.
Gross Viewers: The total number of viewing incidences, over a
period of time, to an installed network. This number can bereported by demographic segment.
“Gross” vs. “Unique”: Audience measures can be reported aseither “Gross” or Unique”, where “Gross” the total number ofincidences occurring during a period and “Unique” is the total
number of individuals during a period.
GRP’s (Gross Rating Points): The total number of rating points
achieved for a particular period of time or schedule ofadvertisements.
Impression: Exposure to an digital place-based network, program
or message.
Incentives: Financial or other offerings that are designed toincrease participation in a survey.
Loop: Segments of content and advertising programmed to a
specific length that then repeat on standard intervals. Example: A
six minute loop that contains 11-15 second ad positions alongwith editorial content. The loop repeats 10 times an hour,providing 10 plays for each message per hour, each message
playing once in the loop.

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Lower Third: Information, graphics and/or animation overlaying
video. Also known as chyrons and superbars.
o Bug: An embedded graphic icon or logo used to brand andigital place-based program
o Ticker: A ticker or crawler is a small screen space
dedicated to presenting headlines, promotions and othervital pieces of information.
Lowest Unit Rate (LUR): The lowest rate offered by the network
to any advertiser for a specific class of time.
Make-Good: Refers to an advertisement that did not run as
originally scheduled and is being re-scheduled with the intent tofulfill the original order/contract.
Narrowcast: Program content designed to reach a specific groupdefined by a particular demographic.
Net Reach: see Reach.
Non-Probability Samples: Any of several different sampling
schemes in which the elements in the "sampling frame" do nothave both a known and a non-zero probability of selection. It is
impossible to calculate the size of this type of study’s margin ofsampling error. However, this does not stop some researchcompanies from calculating sampling error with a non-probability
sample - it just makes their calculations meaningless.
Notice: Looking at a vehicle while in the vehicle zone.
Opportunity to See (OTS): The probability of being exposed to a
medium’s content and/or the advertising it contains. OTS does
not require actual exposure to all content or advertising.
Digital place-based Network: Networks integrating targeted
entertainment and/or information program content withadvertising narrowcast through digital networks and/or screens inplace based venues such as big box and small retail, transit, malls,
grocery, health clubs medical offices, gas stations, office buildings,
hotels and other out of home consumer venues.

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DPAA (Digital Place-based Advertising Association): The media
trade association that is a resource for information on digitalplace-based advertising, standards and metrics.
Passive methods: Methods for collecting information that do not
require a respondent’s active participation.
Piggyback: Slang for two commercial announcements from thesame sponsor that are presented back-to-back within a single
commercial time segment. An example of this is two 15-second
commercials in a 30-second time slot. This is also called double
spotting.
Pod: A grouping of commercials and non-program material inwhich more than one advertiser's commercials air. Also referred
to as a commercial interruption or commercial break.
Post Buy or Post Analysis: In-depth analysis executed after theflight has completed.
Presence: The most basic qualification for vehicle audience
exposure is to be in the Presence of that vehicle. For a vehicle
with sound, it means being in a location where the vehicle is
audible. In all cases, it requires being in a location where thevehicle is visible.
Probability sampling: Any of several different sampling
approaches in which each element in the population has a known,
non-zero probability of being selected.
Purchase Intent: The likelihood that an individual consumer will
buy a particular product.
Rating: The estimate of the size of the audience, expressed as apercent of the audience population. The percent sign is not shownand the rating may represent overall viewing or a specificsegment of audience viewing within a defined geography oruniverse.
Reach: The net number of people exposed to the digital placebased network during a given period of time, often one or fourweeks.

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Recall: The ability to remember a particular advertisement orsegment from within a digital place-based program. This can bemeasured with (aided) or without (unaided) prompting.
Response Rate: The percentage of eligible sample units thatprovide usable, complete information in a survey.
Rotation: A “rotation” is one ad position in a loop.
Sample frame: A listing that should include all those in the
population to be sampled and excludes all those who are not in
the population.
Schedule: The advertising purchased from a vendor and definedby the variables of market, number of advertising units, flight,
length of advertising and rotations.
Self-Directed Engagement: Media delivered in an environment inwhich the potential audience makes a conscious decision to
engage with the messaging.
Sentiment: Cognitive perceptions or emotional feelings toward aparticular brand or product.
Sponsorship: The ability for an advertiser to have their logo
associated with a particular piece of content as in sponsored by“Advertiser”. An animated sponsorship is same as above with ananimated logo of advertiser.
Study design: The specification of the sample frame, sample size
and the system for selecting and obtaining information
from/about individual respondents in the population.
Synchronized Ad: An advertisement that runs adjacent to a
specific type of programmed content (i.e. a Fidelity Ad runningnext to stock market update content), similar to contextual
advertising.
Target Audience: A defined group of people at which an
advertiser’s message product or service is aimed.
Traffic Count: The number of people who enter a venue.
Unit: Duration of the Network’s typical Ad Unit.
Vehicle Audience: Vehicle Traffic with Notice. A Vehicle Audience
metric suitable for comparison to static media.

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Vehicle Exposure Frequency: Number of separate exposures of avehicle audience member during the venue visit or other time
period.
Vehicle Reach: The net number of viewers, of specified
characteristics, in the vehicle zone who noticed the vehicle, during
a time period.
Vehicle Traffic: The number of visits, over aq period of time, withpresence in the vehicle zone.
Vehicle Zone: The physical area in which a person is able to see
and/or hear a specific, place-based advertising vehicle.
Vehicle Zone Dwell Time: the number of seconds the viewer is in
the Vehicle Zone with Notice.
Venue: The place and location of the advertising network andscreens. Examples include supermarkets, office buildings, gas
stations and other places where consumers can be found.
Venue Reach: The net number for visitors to the venue during atime period.
Venue Traffic: The total number of visits, over a period of time,occurring in venues (i.e. locations) where a network is installed.
This number can be reported by demographic segment.
Venue Visit Frequency: Number of venue visits per visitor during
a time period.
Venue Visit Time: the time spent in the venue during the total
visit time.
Verification: The process of checking with respondents after they
have been interviewed to be sure the person was actuallyinterviewed and that the interview was done correctly andcompletely – where and when it was supposed to have been
done.
Video Advertising Networks & Screens: Video networks
integrating targeted entertainment and/or information programcontent with advertising narrowcast through digital networks
and/or screens in place based venues such as big box and small
retail, transit, malls, grocery, health clubs medical offices, gas

DIGITIAL PLACE-BASED ADVERTISING ASSOCIATION 535 MADISON AVENUE 20TH FLOOR NEW YORK, NY 10022 (646) 205-8525 WWW.DP-AA.ORG

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stations, office buildings, hotels and other out of home consumer
venues.
Video Advertising: Full-motion video, with or without audio,
commercial, can play full screen or with an enhancing graphicalbanner.
Wait-warping: An effect of certain types of digital place-based
advertising, whereby customers who are entertained while
waiting for service experience reduced perceived wait times andincreased satisfaction levels.
Weighting: Statistical adjustments, conducted before data are
analyzed, which adjust for respondents' unequal probabilities of
selection in probability samples.

DIGITIAL PLACE-BASED ADVERTISING ASSOCIATION 535 MADISON AVENUE 20TH FLOOR NEW YORK, NY 10022 (646) 205-8525 WWW.DP-AA.ORG

Audience Metrics Guidelines74