-By Katy Bachman

Moving one step closer to a common ratings currency for the buying and selling of video advertising networks, 11 media companies, representing 22 networks, have published disclosure forms for audience research studies conducted by third-party research firms.

The Out of Home Video Advertising Bureau created the forms, which provide a brief description of how the research was conducted in keeping with the organization’s Audience Metrics Guidelines adopted last fall.

For each network, the disclosure form details what research firm conducted the research; the purpose of the study (i.e., audience measurement, reach and frequency and advertising effectiveness); what metrics are reported, such as traffic counts; dwell times; likelihood to be seen; and report frequency. The companies that have posted disclosure forms on OVAB’s Web site include Access 360 Media, Adspace Digital Mall Network, Buzztime, Captivate Network, CBS Outernet, Channel M, indoorDirect, Premier Retail Networks, RMG (Reach Media Group), Target Channel Red and Zoom Media & Marketing.

“This announcement marks a significant shift as a large group of networks made the investment to move beyond traffic measures, as their media currency to data based on audience impressions,” said Suzanne La Forgia, president of OVAB.

Advertisers that consult the disclosure forms should find it easier to evaluate and compare the research of participating video ad networks.

“The hope is by being transparent as an industry, it will increase the credibility of the medium,” said Paul Lindstrom, senior vp of Nielsen, which has conducted research for most of the companies as part of its On Location Media services. “This shines a light on the research that is being done.”

More video ad networks are expected to post research disclosure forms in the coming months, making advertisers more comfortable spending dollars in the nascent medium.

“Networks that provide us audience data make our jobs of incorporating this medium into our overall strategies easier and will give clients more confidence to grow their investments,” said Ryan Laul, managing director for Posterscope’s Hyperspace unit and a member of OVAB’s agency advisory board.