Audience Metrics
CODACAN members have addressed the issue of "standard ratings measurement" by developing a 3 Stage platform designed to eventually deliver on the fundamentals of traditional media planning while also tackling the uniquely nuanced challenges in measuring audiences exposed to DOOH venues, namely:
opportunity to see the screen, dwell time and loop length.
These Guidelines are intended to act as an acknowledgment by participating network operators that:
A) These initial basic metrics are essential to the media buying and planning process,
and
B) Advertising clients and their agencies are primarily interested in measuring the audience to their specific ads
