The Out-of-home Video Advertising Bureau (OVAB) published Audience Metric Guidelines in October of 2008. LevelVision: College is one of the first networks to report audience metrics consistent with the OVAB Guidelines.

The metrics below are reported by Arbitron for the LevelVision: College network of 313 locations in December of 2008.
Terms as defined by the Out-of-home Video Advertising Bureau (OVAB) Audience Metric Guidelines published October 2008; exposition provided by Arbitron in italics.

• Venue Traffic: The total number of visits, over a period of time, occurring in venues (i.e. locations) where a network is installed. This number can be reported by demographic segment. If the same person exits and re-enters the venue during a period of time, multiple traffic units were registered.

per 4-week period: 14,263,998

• Vehicle Zone: The physical area in which a person is able to see and/or hear a specific, place-based advertising vehicle.

zone: 10-12 feet radius around the floor display

• Vehicle Audience (viewers): Vehicle Traffic with Notice. A Vehicle Audience metric suitable for comparison to static media.

viewers: 68.9% of venue traffic per 4-week period: 9,827,895

• Vehicle Reach: The net number of (unique) viewers, of specified characteristics, in the vehicle zone who noticed the vehicle, during a time period.

reach per month: 58% of vehicle audience per 4-week period: 5,700,179

• Vehicle Exposure Frequency: Average number of separate exposures of a vehicle audience member during the venue visit or other time period.

visits per month: 3.7 exposures per visit: 1.9

• Venue Visit Time: The time spent in the venue during the total visit time.

visit time: 15 minutes

• Impressions: Exposure to an out-of-home video network, program or message. One impression equals one person passing with in a 10 feet radius around the IntelliMat display one time. If the same person passes within 10 feet of the signage more than once during the course of a single venue visit, two impressions are registered.

per 4-week period: 18,003,539

About OVAB
The Out-of-home Video Advertising Bureau (OVAB) assists marketers in making informed decisions regarding out-of-home media, the fastest growing ad segment next to online. Discover how our collective 400,000+ screens in 35,000 venues reaching billions of impressions per month can help you zero in on your consumers everywhere they are when they're not at home.
The Out-of-Home Video Advertising Bureau (OVAB) exists to create a forum for substantive, ongoing collaboration between advertisers, agencies, out-of-home video networks and their suppliers to drive consistent growth for the industry. We will accomplish this by:

• demonstrating and promoting the effectiveness of out-of-home video advertising
• educating the advertising community on the power and reach of OOH video networks
• making it easier to plan, buy and evaluate the effectiveness of the medium through the development of industry-wide standards, best practices and industry wide research

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