Arbitron Training For Digital Out-of-Home

Adrian J Cotterill, Editor-in-Chief

Back at the end of February in a low key announcement Arbitron Inc. (NYSE: ARB) launched a new (very important) educational series that included, amongst other things, insight on the Out-of-home Video Advertising Bureau (OVAB) Audience Metrics Guidelines for DOOH / place-based media advertising affiliates.

The core curriculum is targeted to sales professionals, executives, media consultants and others who desire a better understanding of the digital place-based media industry.

Led of course, by a team of experienced media training instructors, the diploma series is interactive and engaging we believe. The series includes insights on the agency business, best practices for advertising in traditional media and developing a digital out-of-home media selling strategy.

Captivate Network, with over 9,000 screens in the elevators of premier office towers across North America, will be the first to leverage the training program to learn more about how media is sold and the specific benefits in selling digital out-of-home.

Mike DiFranza, president and general manager for Captivate Network told us “Digital place-based media has become a driving force in the media landscape and we must be proactive in communicating that message to the industry”

He added “The more people understand the value of place-based media networks, the more comfortable media buyers will become in adding it to their media mix.”

Suzanne La Forgia, president, OVAB was quoted as saying “OVAB’s members represent the best in class in digital place-based and out-of-home networks and suppliers. Arbitron developed their training program with the OVAB Audience Metrics Guidelines at their core which supports our mission of promoting and advancing the entire industry.”

Participants will also learn the role of industry groups such as Outdoor Advertising Associates of America (OAAA), and the Traffic Audit Bureau (TAB), in addition to OVAB, in developing research standards.

George Brady, Vice President of Sales with Arbitron’s Out-of-Home division told us “As an industry leader in media research, we are tapping into the brain trust of our experts with the goal of educating the marketplace on the merits of the place-based media industry and the value of their out-of-home inventory,”

“Arbitron out-of-home training consultants have extensive research knowledge, and also work closely with other Arbitron colleagues who train our radio, TV, cable, agency and advertiser clientele, allowing us to mine that knowledge foundation.”

Those interested in more information should contact Sheena Lewis, Senior Manager, Training & Customer Relations at 410.794.2646 or visit

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