Nielsen Study Shows Boost In Key Adspace Audience Metrics

Gail Chiasson, North American Editor

Adspace Digital Mall Network, New York-based owner of one of the largest in-mall digital advertising networks in the U.S., is getting increased viewing, according to a new Nielsen audience study.

Adspace Networks, in 137 class A malls and reaching more than 31 million individual shoppers each month, conducts this study every two years, as part of the mandate to be included in the Nielsen 4th Screen Report – which is the standard of audience measurement for the place-based digital video category, and is directly comparable to television audience metrics.

Adspace saw the ‘notice’ of its screens increase from 54.8% in 2007, to 69% in 2009 to 70.7% in 2011. Dwell time in the screen zones increased from 19.4 minutes in 2009 to 22.2 minutes in 2011. Impressions per visit rose from 4.85 to 5.55 between 2009 and 2011. Mean minutes in the mall increased from 84.7 in 2007 to 89.9 in 2009 to 102.6 in 2011.

“The net impact of our stronger ‘notice” and ‘dwell time’ measures is an 18% increase in gross impressions,” says Bill Ketcham, executive vice- president and CMO, Adspace Networks. “It’s very encouraging to see a steady increase in consumers’ engagement with our Smart Screens, no doubt driven by our high quality content. This extends our lead as the number one digital place-based network in monthly gross impressions.”

In other Nielsen related news, Adspace is now included in the Nielsen IMS’ agency media planning system, ‘Clear Decisions’, providing improved measurement of Adspace’s reach and frequency of the network.

Nielsen IMS has created an audience ‘simulation’ of Adspace Mall Shoppers on the MRI 2011 Doublebase and TwelvePlus Studies. The MRI simulation provides agency media planners, buyers, and researchers with the best metrics available. With the MRI data, agency media planners will now be able to directly compare Adspace’s audience reach and frequency metrics to other traditional media on a gross monthly ad exposure basis. Media Planners will also have access to all measured media, demographics, product/brand usage, lifestyle, and attitudinal data – providing direct comparison of all measured media on a teen and adult basis.

“The availability of Adspace in the Nielsen IMS’ planning system helps planners more easily measure the impact of adding Adspace to their broadcast and cable plans,” says Ketcham. “By delivering lighter TV viewers at a significantly lower cost, we are a great complement to these plans near the top of the TV reach curve.”

Earlier this year, Telmar introduced its Adspace prototype for agencies. Now media planners have yet another tool to access MRI data – through Nielsen IMS as well as the data through Telmar TNT.

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