PRZOOM - /newswire/ - Singapore, Singapore, 2009/06/12 - Digital signage and audience measurement solutions provider 1-2-1VIEW, has published a white paper, “Improving ROI Measurement for Out-Of-Home Advertising” that looks at growing in-home advertising clutter.

With a focus on helping advertisers understand the virtues of the outdoor media, the white paper discusses the growing in-home advertising clutter phenomenon and the emergence of technologies that contribute to the diminishing returns gained from advertising on traditional television media.

Based on studies indicating the shift of audience attention away from in-home media and into the out-of-home environment, the white paper looks at the draws of this medium and also addresses barriers-of-entry issues that plague advertisers from making a smooth transition to adopting such alternatives.

The paper also looks at the issue of ‘reach’ which is a significant barrier of entry as other media take the calculation of reach to be equal to actual media consumption. i.e. if you buy a magazine, you will read it; if you switch on the television, you will be watching or listening to the program. This is in contrast to exposure to the out-of-home media whereby people are within viewing range of the content but may or may not actually look at the screen or panel.

The paper proposes methods for quantifying returns on investment for outdoor and associated out-of-home media. Using new measurement technologies available to validate viewer impressions, such networks would be made more transparent and easier to adopt.

About 1-2-1VIEW

1-2-1VIEW (121view.com) is a provider of digital signage systems with integrated viewership counting technology that is based on Linux and are built on proven consumer electronics platforms. 1-2-1VIEW’s turnkey hardware-software solution is network controlled and scalable to an infinite number of screens. With award winning, lightweight media players and web based management, 1-2-1VIEW is combining the most advanced technology with low cost of ownership in a dedicated digital signage system that is affordable for any budget.

Agency / Source: 1-2-1View Media Holdings Pte Ltd

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