A recent study by Nielsen suggests that place-based video screens have the potential to deliver more impressions than primetime network television. Research showed that a spot running on the top ten out-of-home video networks (screens positioned in gas stations, gyms, grocery stores, doctor’s offices, restaurants, bars and movie theatres) delivers more impressions than a spot running in every one of the top 20 programs on network primetime.

Buying a large showing of impressions on out-of-home video is challenging because it requires dealing directly with a large number of smaller vendors. However, companies like SeeSaw Networks are now making it easier for advertisers to make placements over a wide array of networks. This is similar to online ad networks where advertisers can buy multiple websites through a single source.

Getting back to Nielsen’s impression claim, I think you have to consider the quality versus quantity of the impressions. For example, impressions delivered from “Dancing with the Stars” and “American Idol” would be difficult to compare to those delivered from a “Kwik Fill” and “Stop N Shop”. The environment in a gas station and supermarket are certainly different than your living room. Factors such as screen size, proximity and sound quality should also be evaluated. So while it’s easier than ever to buy a broad reach on out-of-home video, there are many variables to quantify before substituting traditional broadcast television.

Tags: Nielson, Place-Based TV, Television