Nielsen Study Shows Boost in Key Adspace Audience Metrics

Nielsen Study Shows Boost in Key Adspace Audience Metrics

Adspace Also Integrates Data into Nielsen IMS Media Planning System

NEW YORK, Jan. 30, 2012 /PRNewswire/ -- Adspace Digital Mall Network, owner of the largest in-mall digital advertising network in the country, is reporting boosts in viewing, according to a new Nielsen audience study.

Adspace Networks, in 137 class A malls that reach 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 4(th) 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 following increases:

2007 2009 2011
Notice (%) 54.8 69.0 70.7
Dwell time in screen zones, total min. NA 19.4 22.2
Impressions per visit NA 4.85 5.55
Mean minutes in mall 84.7 89.9 102.6
"The net impact of our stronger 'notice' and 'dwell time' measures is an 18% increase in gross impressions," said 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", the leading media planning system, 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 Agencies' media planners, buyers, and researchers with the best metrics available.

With the MRI data, Agencies' 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," said Mr. 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 their 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.

About Adspace Networks, Inc.
Adspace Networks, Inc. (www.adspacenetworks.com) owns and operates the Adspace Digital Mall Network, the largest in-mall digital network in the country. Currently located throughout <s> </s>137 Class A malls across the United States, the network consists of 1,836, eight and nine-foot-tall plasma screens called "Smart Screens." The Smart Screen displays show programming which combines a mix of the top ten sale items in the mall, the hottest seasonal items available, mall events, and local and national advertising. The network reaches 126 million affluent consumers (source: Scarborough) each month, and is particularly effective at reaching teens, young adults, and women. Adspace is also a charter member of the Digital Place-based Advertisings Association (DPAA), an organization that is helping to provide standards and best practices for the burgeoning video advertising industry.

CONTACTS: Anne Donohoe Brittany Fraser
KCSA Strategic Communications
212.896.1261 212.896.1251
adonohoe@kcsa.com bfraser@kcsa.com
SOURCE Adspace Networks, Inc.

Adspace Networks, Inc.

Web Site: http://www.adspacenetworks.com

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