OVAB Targets Video Outoor Advertisers
Katy Bachman
JANUARY 29, 2007 -
The $7
billion out-of-home advertising industry is
growing so fast that one segment of the business,
companies that offer advertising on video networks
in malls, gyms, office buildings and other
lifestyle locations, launched a new association on
Jan. 29.
Called the
Out-of-Home Video Advertising Bureau, it has 10
charter-member companies, many of which are
members of the Outdoor Advertising Association of
America. OVAB members say the medium they are
selling needs a dedicated group to drive growth.
The companies, such
as Captivate Network, Premier Retail Network,
Transit TV and Simon Brand Ventures, weren’t
satisfied being lumped together in the OAAA’s
alternative media council, which includes
“everything from street furniture to ads on
garbage cans to logos in the sand,” said Mike
DiFranza, general manager of Capitvate, who is
serving as chairman of OVAB. And unlike
traditional outdoor space, the video networks have
both programming and advertising.
At the top of OVAB’s
agenda is the formation of an advisory committee
of agencies and clients to help it form standards,
metrics and best practices for buying advertising
on their networks.
“We need to find ways to make it easier
for advertisers to plan, buy and evaluate the
effectiveness of these networks,” said DiFranza,
who is acting president while the new group
recruits a president. The OVAB plans to be based
in New York.
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