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Nation's Largest Digital Out-Of-Home Media Network, Access 360 Media, Unveils First-Ever Nielsen Audience Measurement Research Study That Uses Retail Transactions and Shopper Data to Model Traffic

Posted on: Tuesday, 19 May 2009, 03:57 CDT

In Accordance With OVAB Audience Metrics Guidelines, Nielsen Media Research Validates Effectiveness Of Access 360 Media's DOOH Multi-Platform Approach

NEW YORK, May 19 /PRNewswire/ -- Access 360 Media (http://www.access360media.com), the nation's largest Out-of-Home multi-platform media network reaching young adults, today revealed the powerful results of a comprehensive, OVAB consistent Nielsen audience measurement research study representing more than 4,300 Game Crazy, For Your Entertainment (f.y.e.), Hollywood Video and Movie Gallery retail locations nationwide. As a leader in the digital Out-of-Home (DOOH) Industry, Access 360 Media is the first company to use retail transaction data and Nielsen-measured shopper statistics to model traffic, using customer viewership and brand recall to prove the effectiveness of in-store media in reaching young adults.

From October 2008 thru January 2009, Nielsen Media Research field representatives measured traffic and conducted an OVAB consistent audience measurement study at select retail chains from among Access 360 Media's nationwide network of stores. By using the OVAB Audience Metrics Guidelines and supplying average unit audience impressions (AUA) as the currency metric, Access 360 Media's Nielsen results are easily compared against other networks and their media. The results were outstanding for this initial study of four retail chains within the context of more than 20 prominent young adult chains in Access 360 Media's network. For example:

• Monthly traffic of more than 33MM in Game Crazy, f.y.e., Hollywood Video, and Movie Gallery locations;
• Net Media awareness across platform averaged 90.2%
• Viewership reached as high as 80%,
• Average brand recall was between 40-60%

"The results of the study help prove that Out-of-Home media is an effective platform for reaching young adults, and validates Access 360 Media's multi-platform approach of communicating to this demographic via multiple in-store touch points as well as mobile," said Paul Lindstrom, Senior Vice President of Nielsen Media Research.

"Traditional media is becoming more difficult to measure and the current economic climate has marketers seeking new platforms with even higher levels of accountability," said William V. Powers, Executive Vice President of Sales at Access 360 Media. "With these Nielsen-rated measurements, we are able to prove that our brand recall is 2-3 times that of National TV, further supporting the importance of our non-traditional media network. And, because our platform reaches consumers nearest to the point-of sale, it creates value for consumers, advertisers and retailers alike."

About Access 360 Media

Access 360 Media is a premier multi-platform media network that connects to more than 140MM young adult (P12-34) consumers each month in 14,000 locations nationwide and through the communication channels that matter most to them -- In-store, Online and Mobile. This multi-platform media network allows advertisers and retailers to fully integrate with young adult consumers by encouraging young adults to engage and connect in the marketing message. Led by an experienced executive team, Access 360 Media has distinguished itself through many successful campaigns for and partnerships with national advertisers and leading retail chains -- including the likes of f.y.e., Honda, Pepsi, Samsung, Motorola, Quiksilver, Wrigley's, Game Crazy, Paramount Pictures and DreamWorks.

SOURCE Access 360 Media

Source: PR Newswire

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