Media Ratings Council Addresses IBOUSA

George Ivie, CEO and Executive Director of the Media Rating Council (MRC), presented how his Industry self-regulatory organization moved to developing audience measurement standards and best practices for data used in decision making for advertisement placement in the OOH Industry at the bi-annual conference of IBOUSA Associates yesterday in Columbus OH.

“For decades it has been structurally and technically challenging to deliver an affordable audience measurement system to the roughly 1100 small and medium sized independent USA OOH companies and with current technological advances and the efforts of the MRC, the new data provider entrants to the space can have an impact to raise the entire OOH Industry Ad buy,” said Chris Cowlbeck IBOUSA General Manager.

The MRC standards working committee is made up of advertisers, agencies and asset owners with interests in the USA from all over the world and is well on their way to delivering an industry-wide data standard sometime in 2019.

“While we don’t announce individual committee participants by policy,  I am happy to say Chris has allowed me to share with you his involvement in our process so Independent OOH companies can share comments and questions with him via their IBOUSA support team,” said Ivie. “The MRC is pleased to have the voice of the Independents represented as they provide roughly 1/8 of the solution for annual ad spend nationally.”

About the MRC

The MRC is a non-profit Industry association established in 1964 comprised of leading television, radio, print, out-of-home, and digital media organizations, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC’s Minimum Standards For Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently, over 100 syndicated research products are audited by the MRC. For more information, visit  www.mediaratingcouncil.org.

About IBOUSA

IBOUSA is a networking group of companies that have a common interest of promoting all things of importance to independent billboard owners. We bring together some brilliant minds and cutting-edge technologies and services in our industry in some fun and engaging ways. Billboard operators, vendors, consultants, agencies and advertisers enjoy the fruits of our collective efforts and we have forged wonderful friendships over the years.  Learn more by calling 580-226-2234 or visit www.IBOUSA.org.

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