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		<title>How much would you pay to measure digital out-of-home ads?</title>
		<description>Discuss How much would you pay to measure digital out-of-home ads?</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/647-how-much-would-you-pay-to-measure-digital-out-of-home-ads</link>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/647-how-much-would-you-pay-to-measure-digital-out-of-home-ads#comment-494</link>
			<description><![CDATA[Hi Franois,
Have you found that "\\clients will most likely pay for measurement information (their own)\\"? It goes back to a comment that Axel left on a past article about whether [[http://www.wirespring.com/dynamic_digital_signag e_and_interactive_kiosks_journal/articles/Will_mea suring_digital_signage_ads_really_do_us_any_good_- 355.html#comments|measurement even really matters]]. He suggests, like you, that "\\in most cases the advertiser will get their own ways to measure it without us having to give them that info (focus groups, shopping trips, sales behavior, etc)\\" He should know, I guess, since he runs Wal-Mart's digital signage operation in Mexico, and definitely has to deal with his fair share of advertisers.
I certainly won't dispute that they're having success down there, and that numerous new companies are successfully selling ad spots in the US. In fact, that's the whole point of the "does measurement matter" article. My question in this post, though, is that considering that this point won't die (look at every other medium - measurement is becoming increasingly more important, not less), so is it in our best interest to settle for one or a few known performance metrics. If so, what's it really "worth" to advertisers?]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Fri, 08 Feb 2008 14:41:47 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/647-how-much-would-you-pay-to-measure-digital-out-of-home-ads#comment-494</guid>
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			<title>Francois Reeves says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/647-how-much-would-you-pay-to-measure-digital-out-of-home-ads#comment-493</link>
			<description><![CDATA[Clients will most likely pay for measurement information (their own). Of course you need some basis for your rates card and it is expressed in impressions, exposure and frequency. A third party offering an "objective" measure acceptable by all parties (a norm eventually?) could get away with reasonable rates split among clients and media owners. $10 per site a year sounds like an upper limit to me.
Your articles are very thoughtful Bill. Keep it up. Thanks for your insights.]]></description>
			<dc:creator>Francois Reeves</dc:creator>
			<pubDate>Thu, 07 Feb 2008 20:20:23 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/647-how-much-would-you-pay-to-measure-digital-out-of-home-ads#comment-493</guid>
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