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		<title>Arbitron Out-of-Home Digital Video Display Study Yields Insights</title>
		<description>Discuss Arbitron Out-of-Home Digital Video Display Study Yields Insights</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/730-arbitron-out-of-home-digital-video-display-study-yields-insights</link>
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			<title>John Gibbs says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/730-arbitron-out-of-home-digital-video-display-study-yields-insights#comment-2644</link>
			<description><![CDATA[Illuminated Mobile offers digital mobile billboards in Chicago and all campaigns are exclusive to one advertiser. Additional benefit is ads are on three sides of truck and at eye level. We can do place-based or mobile and target geography within 200 miles from Chicago.]]></description>
			<dc:creator>John Gibbs</dc:creator>
			<pubDate>Thu, 08 Dec 2016 17:20:50 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/730-arbitron-out-of-home-digital-video-display-study-yields-insights#comment-2644</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/730-arbitron-out-of-home-digital-video-display-study-yields-insights#comment-1039</link>
			<description><![CDATA[John, the problem you describe in your first paragraph is definitely indicative of how traditional media planners continue to approach our industry. Yes, if you use a plain old CPM calculation, the CPMs for digital signage networks can be "high" compared to TV, cable, etc. Of course you and I know that to evaluate a medium based on one number is absurd, but that's how a lot of old-school people think. There's no silver bullet solution to win this argument -- pointing out the higher value of marketing near where the product is sold, or suggesting research to prove better returns/ad are two methods successfully employed by some networks and ad sales folks.
To your other note about the length of content, that's something that we and many others have spent a good deal of time on. We recommend that you count on no more than 1 - 1.5 seconds of visual attention, so while there's nothing wrong with making a longer ad -- even :30 or a minute -- it must be composed in such a way that each "segment" is composed of "shots" that can communicate some value in that short 1 1.5 second period of time. Here's more info on the approach:
[[http://www.wirespring.com/dynamic_digi tal_signage_and_interactive_kiosks_journal/article s/Making_great_digital_signage_content__Composing_ shots_and_scenes-447.html|digital signage content: composing shots and scenes]]
Bill Y: Thanks for the tip, will check it out shortly.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Mon, 10 Aug 2009 17:02:19 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/730-arbitron-out-of-home-digital-video-display-study-yields-insights#comment-1039</guid>
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			<title>Bill Yackey says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/730-arbitron-out-of-home-digital-video-display-study-yields-insights#comment-1038</link>
			<description><![CDATA[Bill,
Nice post - I've spend the past day and a half breaking down the report as well. I was enlightened by the flipping around of the numbers. Bottom line is, there are still a significant amount of people that flat-out do not notice digital signage. That is a problem that everyone is working hard to fix.
And true, there are many malls still without signage. Even here in Louisville, KY (U.S.'s the 16th largest city :) ) both GGP malls are sign-less.
Here is my take on the report, as posted this morning: http://digitalsignagetoday.com/article.php?id=22795&f=1]]></description>
			<dc:creator>Bill Yackey</dc:creator>
			<pubDate>Fri, 07 Aug 2009 14:33:16 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/730-arbitron-out-of-home-digital-video-display-study-yields-insights#comment-1038</guid>
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			<title>John Garth says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/730-arbitron-out-of-home-digital-video-display-study-yields-insights#comment-1037</link>
			<description><![CDATA[I have read most of the articles regarding viewership and price paid per ad on digital signage, especially as it relates to Adspace. The challenge that I continually come up against when approaching buyers of media sold at any price is: "I realize that you state 47% of the people are seeing an ad and that may be believable and cost worthy, but when divided by the number of ads rotating on the screen, 16 or more, how can you justify the expense at any price? What are the chances that someone will see my ad?"
The number of signs should not make a difference to this equation because the 47% are seeing a single ad.
The second concern is that "no one is standing in front of the media long enough to get the entire message". So, 15 second spots are too long for people that are convinced with a glance and 7 second spots are too short to have a perceived value. I would love to see a new blog regarding current pricing vs. costs and to know your thoughts regarding my comments. Thanks for the great articles.]]></description>
			<dc:creator>John Garth</dc:creator>
			<pubDate>Thu, 06 Aug 2009 21:23:00 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/730-arbitron-out-of-home-digital-video-display-study-yields-insights#comment-1037</guid>
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