NEW YORK — The Out-of-Home Video Advertising Bureau has announced the addition of Target and Screenvision as members to the organization. Target is the first retailer to join and Screenvision is the first cinema advertising company to join. The group also is announcing several new advertising agency executives to its advisory board. OVAB is working closely with the agency community to develop a measurement standard for OOH networks.
According to the OVAB, the OOH advertising space is exploding and has been noted as the trend to watch in the media space for 2008 by the Wall Street Journal. A recent report from eMarketer predicted that total ad revenue for place-based video networks will top $2.25 billion by 2011 and that Cinema advertising comprises the biggest component of out of home and 31 percent of moviegoers shop before or after seeing a movie
