Broadcast Beat Magazine 2018 BroadcastAsia Special Edition | Page 49

Reconsidering How We
Look at OHH Viewing
to Linear TV Channels
Paul Lindstrom, Head of Research and Analytics, Tunity
B
ecause the video mar-
ketplace has grown
more and more com-
plex, there is an ever-
increasing need for account-
ability and efficiency. This has
led to major changes in the
collection of audience data
and its reporting and analy-
sis. While this evolution has
unfolded across both linear and
OTT video, Out of Home (OOH)
viewing to linear channels has
been largely ignored or viewed
simply as an extension of in-
home TV usage. This circum-
stance has occurred due to the
difficulty inherent in measur-
ing this media. Unfortunately,
this results in negation of the
value that can be provided by
delivering messages in the OOH
environment, which can both
expand reach and reinforce in-
home advertising. With the cur-
rent state of video measure-
ment, the “unreachables” may
not be gone, but only off the
radar - out of home and out of
sight.
Over the last several years, I
have studied and analyzed OOH
audiences in many different
forms. Through this research,
I have concluded that OOH
should be looked at as sepa-
rate from and not merely an
extension of the in-home audi-
ence. The differences between
in home and out of home view-
ing should be considered when
evaluating this sizable piece of
the total TV audience. Below are
several key areas that are often
overlooked, and anyone want-
ing to understand this media
landscape needs to take into
account the following aspects
of OOH viewing, particularly in a
multi-channel environment.
Channel Availability
In an in-home environment,
whether in your own home or
a guest in someone else’s, there
may be hundreds of channels
available covering the full scope
of channels in distribution, any
of which can viewed. In an
OOH environment, the channels
Broadcast Beat Magazine • www.broadcastbeat.com • 49