Product News | October 11, 2021

Arbitron Portable People Meter(TM) Technology to Audit Broadsign’s Advertising “Proof-of-Play”

Arbitron launches first electronic, content playback verification service for Digital Out-of-Home Industry using the Portable People Meter technology

Columbia, Maryland, September 16, 2009

Arbitron Inc. (NYSE: ARB) announced today that it has signed an agreement with Broadsign International, a leading worldwide provider of software solutions for managing digital out-of-home video networks, to deliver a proof-of-play advertising audit service using the Portable People Meter (PPM(TM)) technology.
Arbitron will use its PPM technology to conduct a series of annual audits capturing when encoded audio and video advertising content is displayed on networked digital screens in 50 random broadsign-run locations across the United States. The data will be compared with the Broadsign commercial schedule logs. This verification system equips digital out-of-home networks with base metrics to substantiate return-on-investment to advertisers.

“For screen audience numbers to be relevant to advertisers, you have to prove first that their ads played as scheduled and the screens were on,” says Brian Dusho, President and Chief Strategy Officer of Broadsign International. “By auditing our proof-of-play reporting system with the help of Arbitron, we are giving our client networks an added level of transparency and assurance for justifying ad rate cards and for their negotiations with advertisers.”

Digital Out-of-Home (DOOH) is a highly targeted medium. DOOH networks have versatile control over which message will be played where, and whether the screens are on and displaying the right content. The ability to control and target the content creates a logistical challenge for networks’ reporting applications.

The PPM technology-based proof-of-play audit by Arbitron is the first such service in digital out-of-home industry. It replaces manual monitoring of screens with advanced technology, which simplifies the task of verifying advertising compliance and makes the verification more scalable.

“One of the barriers to large-scale media buys in digital out-of-home space has been the lack of standardized metrics,” said Alton Adams, Executive Vice President, Arbitron Inc. “The Portable People Meter technology will help establish the first tier of accountability to digital out-of-home advertisers, laying the foundation for any other measurement in this new medium. The PPM technology is well-suited to capture proof-of-play as the technology captures distinct content and the time of broadcast.”
Arbitron’s PPM technology-based audit methodology was successfully tested in October 2006 during a pilot program at broadsign-run Digital Promo Network, which operates screens in convenience stores across the United States.

About Broadsign

Broadsign International Inc. is a leading worldwide provider of Software as a Service (SaaS) solutions for managing digital out-of-home networks. Broadsign SaaS was built for digital signage networks that generate revenue from advertising sales. It resolves the challenges facing modern digital signage networks: the need for acceptance by the mainstream advertising community, time to market and the need for full campaign execution functionality, accountability and true scalability. The software enables operators to target out-of-home audiences, sell network airtime, and reliably play back scheduled content on each screen and account for campaign performance. Broadsign combines extensive expertise in digital signage software, media, advertising, and information technology and is a member of the Out-of-home Video Advertising Bureau (OVAB), OVAB Europe, OAAA, the Digital Signage Association and CODA. 230 digital signage networks in 25 countries run on Broadsign(TM) Suite platform. The company’s corporate office, Operations, Support and Development facilities are in Montreal, Canada.

For more, visit www.broadsign.com

About Arbitron

Arbitron Inc. (NYSE: ARB) is a media and marketing research firm serving the media – radio, television, cable, online radio and out-of-home – as well as advertisers and advertising agencies. Arbitron’s core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The company has developed the Portable People Meter(TM), a new technology for media and marketing research.
Portable People Meter(TM) and PPM(TM) are marks of Arbitron Inc.

PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.

Arbitron Forward-Looking Statements

Statements in this release that are not strictly historical, including the statements regarding expectations for 2009 and any other statements regarding events or developments that we believe or anticipate will or may occur in the future, may be “forward-looking” statements. There are a number of important factors that could cause actual events to differ materially from those suggested or indicated by such forward-looking statements. These factors include, among other things, the current global economic recession and the upheaval in the credit markets and financial services industry, competition, our ability to develop and successfully market new products and technologies, our ability to successfully commercialize our Portable People Meter(TM) service, the growth rates and cyclicality of markets we serve, our ability to expand our business in new markets, our ability to successfully identify, consummate and integrate appropriate acquisitions, the impact of increased costs of data collection including a trend toward increasing incidence of cell phone-only households, litigation and other contingent liabilities including intellectual property matters, our compliance with applicable laws and regulations and changes in applicable laws and regulations, our ability to achieve projected efficiencies, cost reductions, sales growth and earnings, and international economic, political, legal and business factors. Additional information regarding the factors that may cause actual results to differ materially from these forward-looking statements is available in our SEC filings, including our 2008 Annual Report on Form 10-K. These forward-looking statements speak only as of the date of this release and the Company does not assume any obligation to update any forward-looking statement.

Product News | October 11, 2021

Meet Arno Buskop, Broadsign’s new Senior Director of Data Strategy

We’re excited to welcome Arno Buskop to the Broadsign team as our new Senior Director of Data Strategy. Arno joins us from GroupM’s Kinetic, where he spent nearly 15 years at the intersection of data, technology, and research in out-of-home (OOH) media. With deep experience in data-driven planning, measurement, and software development, Arno has helped shape how modern OOH campaigns are executed and evaluated.

As he steps into this new role at Broadsign, Arno brings with him a sharp perspective on the future of OOH and how data can drive smarter decisions, stronger outcomes, and greater accountability across the ecosystem.

We sat down with Arno to hear more about his vision for the industry, what excites him about the medium, and why now is a pivotal moment for data strategy.

What excites you most about working in out-of-home advertising today?

What excites me is that, even after two decades of working in OOH measurement, research, and technology, the puzzle still feels unsolved. That ongoing challenge, bringing all the moving parts together, is what keeps me motivated. At the same time, the pace of change is accelerating. Data and technology are evolving rapidly, and the art (expertise) and science (data) of OOH are converging more than ever. As the art increasingly integrates into platforms, it’s critical that we stay focused on doing the right thing and delivering real value for advertisers.

That creates a powerful moment of opportunity. Broadsign holds a unique position in the market—widely adopted and deeply embedded in the core of digital ad delivery and optimization. We now have the chance to build on that foundation, in collaboration with clients and partners, to help shape what’s next for the entire OOH industry.

In your opinion, what defines a strong data strategy in OOH, and where do you see the biggest opportunities for growth?

A strong OOH data strategy aligns planning, activation, and measurement throughout the entire ecosystem. It begins with trustworthy audience data, both deterministic and modelled, and layers in contextual signals unique to the physical nature of the OOH environment. But it’s not just about collecting data; the real value comes from connecting it in meaningful ways that drive better outcomes.

The biggest growth opportunities lie in predictive capabilities, more intelligent targeting, and real-time creative optimization. AI has a major role to play in making these complex scenarios more understandable. In the near future, AI will begin to reshape how we forecast audiences, validate delivery, and dynamically adjust campaigns.

What are some of the key challenges brands face when leveraging data in OOH, and how can the industry address them?

The biggest challenges stem from fragmentation across methods, data standards, and practices. Many markets, and therefore brands, still face inconsistent audience definitions, limited transparency, and unreliable impression validation. There’s also a clear gap between the desire for seamless omnichannel execution and the current realities of how OOH fits into that broader landscape.

To move forward, we need shared benchmarks, improved data interoperability, and stronger collaboration across the value chain. As programmatic investment continues to grow, fraud prevention, brand safety, and data accuracy must become industry-wide priorities.

Where does measurement stand today, and how should it evolve moving forward?

Measurement in OOH has come a long way, but it still varies by market, vendor, and methodology. We’ve moved beyond basic reach proxies and are beginning to validate impressions and connect exposure to outcomes. Still, accountability remains inconsistent.

There’s a clear need for transparent, shared metrics and standards that both buyers and sellers can align on. We also need to be honest about what’s modelled, what’s observed, and what’s assumed. That level of clarity becomes especially important when combining data sources or building attribution models.

Ultimately, measurement should help OOH close the loop from planning to delivery to performance. It’s not about finding one perfect number; it’s about developing frameworks that build confidence, reduce friction, and enable brands to invest with trust.

At the same time, OOH can take inspiration from digital channels by adopting a smarter, more agile mindset—planning more effectively, optimizing in real time, and consistently proving value. This includes using better segmentation, dynamic delivery strategies, and real-time adjustments.

However, the goal isn’t to replicate digital. OOH’s strength lies in its physical presence, contextual relevance, and brand-safe, emotionally resonant environments. The real opportunity is in combining those unique qualities with digital intelligence.

How do you see the medium integrating more seamlessly with omnichannel media strategies?

The market is demanding it. Agencies are consolidating planning and driving toward true omnichannel execution. For OOH to thrive in this environment, it must integrate with all major buying platforms, align on metrics, and communicate in the same terms as other media channels.

At the same time, we need to proactively assert our influence and show that we’re equipped to navigate complexity, especially as other channels continue to introduce new priorities that can easily shift attention elsewhere.

With the continued shift toward digitization and programmatic buying, which trends or technologies are you most eager to see evolve?

I’m excited about AI and automation, not just for optimization but for their potential to reduce manual effort across the entire ecosystem. We need to use the industry’s expertise to build better plans and execute more effectively, not waste it on repetitive tasks. I’m also closely watching how mobility and location data can deepen our understanding of audiences and improve delivery. In addition, I see creative and media planning beginning to converge, which presents a major opportunity for platforms like Broadsign that sit at the heart of ad delivery.