Understanding the
EYES ON
Revolution/
2




Executive
Summary/
What is EYES ON?
EYES ON is a new audience measurement system that
offers marketers and agencies ...
3
continued
Executive
Summary/

Who is behind EYES ON?
EYES ON was developed by the Traffic Audit Bureau for Media
Measure...
4


Table of
Contents/
SECTION I     Background                                              5

SECTION II    EYES ON Init...
5


Section I
Background/
Over the years, there have been many false starts to credible circulation, audience measurement
...
6


Section II
EYES ON Initiative
What is it?/
EYES ON is the name of the new comprehensive Outdoor audience measurement s...
7
continued
Section II
EYES ON Initiative
What is it?/
Getting to EYES ON/



Stage II: Incorporating Audience Research an...
8
continued
Section II
EYES ON Initiative
What is it?/
Getting to EYES ON/

Stage III: Credible DEC + VAI + Audience Resea...
9
continued
Section II
EYES ON Initiative
What is it?/


Consistent Metrics/
EYES ON can produce many metrics used in plan...
10


Section III
Applying EYES ON
to the Planning & Buying Process/
EYES ON is a major shift in the way Outdoor is planned...
continued                                                               11
     Section III
     Implementing EYES ON
    ...
12




Section IV
Current Snapshot
Timeline/
The next steps are outlined in the executive summary.

The status of EYES ON ...
13


Section VI
Summary/
The debut of the EYES ON ratings currency is a watershed
moment for the OOH advertising industry....
14


Display I
Facts About
DEC & EOI/


                                                     Facts About DEC & EOI
       ...
15


Display II
Current Snapshot
Timeline/
                                                               Current Snapshot...
16


About
Posterscope/
Founded in 1982, Posterscope Worldwide is a market leading global OOH communications agency.

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Understanding The Eyes On Revolution Posterscope USA 2010

  1. 1. Understanding the EYES ON Revolution/
  2. 2. 2 Executive Summary/ What is EYES ON? EYES ON is a new audience measurement system that offers marketers and agencies rigorous and precise metrics for planning and buying Out of Home (OOH) media. It represents a major shift in the way OOH is measured and is invaluable to Posterscope’s work around the transformation of a sector based largely on commoditized trading to one that is demonstrably effective, efficient and able to deliver to the increasingly rigorous objectives being set by marketers. It is one of the most advanced audience measurement systems in the entire advertising industry, due to its core output of EYES ON Impressions (EOIs), or actual noticing of the ad, rather than mere opportunities to see the ad. EYES ON is currently in place for traditional “Outdoor” products, a somewhat more narrow definition than constantly evolving and expanding platforms within the OOH space. EYES ON data is provided on a site-by- site basis for over 1,000 demographics in 200 DMAs nationwide. This paper explains why this is possible and how advertisers and agencies can take advantage of this revolutionary analysis. What changed from the old system? EYES ON changes the base unit of currency for the Outdoor industry from Daily Effective Circulation (DECs) to EYES ON Impressions (EOIs). EOIs are integrated audience metrics that are generated from several inputs, including DECs, Census Data, Travel Surveys, Data Modeling and Analytics, and statistical conversion factors called Visibility Adjustment Indices (VAIs). VAIs take into account the physical attributes of a display that affect its likelihood to be noticed (illumination, unit size and angle, distance from the road, side of road, and road type). There are many differences between DECs and EOIs. What is critical to understand is that the value of Outdoor media has not changed by shifting from DECs to EOIs. Rather, EOIs and DECs simply measure different things. See Display I
  3. 3. 3 continued Executive Summary/ Who is behind EYES ON? EYES ON was developed by the Traffic Audit Bureau for Media Measurement Inc., or TAB, a non-profit organization that supports OOH research initiatives such as EYES ON and also audits the circulation of Outdoor media in the United States. The organization is governed by a tripartite board comprised of advertisers, agencies, and media companies with a guaranteed buyer majority. EYES ON has been developed over the course of several years and required an enormous collaborative effort on the part of all the constituents. It is currently in the early stages of implementation. Posterscope is an active member in good-standing with both the TAB and the Outdoor Advertising Association of America (OAAA). Posterscope strongly support the EYES ON initiative. The company has been a long-standing public advocate and thought leader in advancing OOH communications and is highly focused on strategic OOH planning. In fact, the company was built upon the very premise of providing strategic OOH programs based on a superior understanding of OOH, consumers and the relationship between the two. As such, Posterscope is leading the efforts to help convince all TAB members to audit all their measured Outdoor inventory and works to develop consistent, credible methodologies for “non-audited” and “non-measured” communications across the increasingly complex OOH space. What is included in EYES ON ? The EYES ON initiative was officially launched this year and 2010 is considered a transitional year. Part of Posterscope’s role is to ensure that this transition runs smoothly while EYES ON expands in scope. This inevitably means that diverse systems (planning/buying and inventory management systems) need to run concurrently. EYES ON Currently Includes: • Measurement for Billboards (bulletins, posters aka 30-sheets, 8-sheets aka junior posters) & Street Furniture (transit shelters, urban panels and phone kiosks.) • Audience impressions and ratings for each individual panel or display. • Demographic audiences similar to other media (over 1,000). • Reports commercial audiences actually noticing ads. • Consistent reporting and detail in 200+ markets throughout the country. What happens next ? TAB’s diverse membership will determine next steps in the EYES ON roll-out. Currently, membership has identified the most pressing matters to be incorporating Digital “Billboards” and “Transit” into EYES ON. All information is subject to change as EYES ON evolves. See Display II The Digital OOH screen marketplace (DOOH) is particularly diverse which makes it complicated to provide consistent audience measurement. In an ideal world, all Outdoor and ‘Digital Place Based’ screens would be included in EYES ON. However, the constantly changing, fragmented and often inconsistent DOOH marketplace makes this particularly challenging. TAB’s decision to focus on the formats that account for the most revenue is a sensible one. As such, Posterscope’s Prism Screen (a comprehensive DOOH planning system) will play an important role as it essentially provides EYES ON impressions across the DOOH space, facilitating analysis across the scope of OOH.
  4. 4. 4 Table of Contents/ SECTION I Background 5 SECTION II EYES ON Initiative – What is it? 6-9 SECTION III Applying EYES ON to the Planning & Buying Process 10 - 11 SECTION IV Current Snapshot / Timeline 12 SECTION V Posterscope’s Role in EYES ON 12 SECTION VI Summary 13 DISPLAY I Facts About DEC & EOI 14 DISPLAY II Current Snapshot / Timeline 15 DISPLAY III Research / Software suppliers contributing to EYES ON 15
  5. 5. 5 Section I Background/ Over the years, there have been many false starts to credible circulation, audience measurement and operational standards with respect to “Outdoor”. In an attempt to address the industry-wide challenge of “striving for a share of adspend that is more commensurate with the amount of time people spend with Outdoor media” (on average 27%), the OOH industry set about building a road map to get Outdoor fully measured and audited. At issue was the fact that Outdoor measurement currency—Daily Effective Circulation (DEC)—was limited in terms of usefulness. Most planners discounted OOH DECs because they were measured inconsistently and are a gross measure of circulation of Adults 18+. More planners look for weekly Reach/Frequency and “GRP” estimates along with demographic information based on a display’s (or combination of displays’) ability to deliver an audience demographic. In 2000, the US OOH Industry determined it was critical to develop BOTH credible circulation and impression figures by demographic group. The objective became to try to better quantify not only how many people pass by an Outdoor display, but also the number of people who notice it. TAB, supported by its tripartite membership, led the charge. The organization’s role evolved from that of a circulation and audits provider to that of “leading supporter of major OOH research initiatives” providing auditing services and information well beyond mere circulation counts. Their overall goal was to standardize and legitimize OOH’s measurement system. Towards that end, TAB broke down their efforts into two parts: • Re-haul Outdoor circulation to develop more credible, consistent and relevant DEC estimates. • Move beyond providing circulation only and transition to measures that are much more highly valued namely, the number of people who actually see each site and demographic profile analysis. These efforts were accomplished over the course of eight years (2000 – 2008) and together form the basis of the EYES ON initiative. The past two years were spent implementing EYES ON to the work-flow. The complete EYES ON initiative was officially launched in 2010 and is now in its early stages of implementation.
  6. 6. 6 Section II EYES ON Initiative What is it?/ EYES ON is the name of the new comprehensive Outdoor audience measurement system. It provides display-by- display metrics for over 1,000 demographics in 200 DMAs nationwide. This initiative is intended to provide “real” commercial ratings to OOH so measured Outdoor formats can be evaluated against other media. It is expected to significantly change the way OOH is planned, bought and sold. To produce Outdoor ratings, the EYES ON methodology uses a new base unit of currency called EYES ON Impressions (EOIs). EOIs are integrated audience measurements that are generated from several inputs including DECs, Census Data, Travel Surveys, Data Modeling / Analytics, and statistical conversion factors called Visibility Adjustment Indices, or VAIs. Ground Breaking Research/ The research approach of the EYES ON initiative is ground-breaking as it reflects a relatively new approach to media measurement called Integrated Research. To start the process, TAB established a Technical Committee comprised of six world-class researchers to oversee every step of the research process. See Display III Together, the members of the Technical Committee have unparalleled expertise from agencies, media owners, research suppliers, and advertisers. Next, because no singular research methodology or data source was sufficient on its own to accurately measure “who” and “how many” see Outdoor advertising, TAB led the collaborative efforts of many leading research and software companies. These efforts resulted in a prestigious Advertising Research Foundation (ARF) award for the team’s work on the EYES ON initiative. Getting to EYES ON/ Stage I: Re-hauling Circulation (2000 - 2004) TAB’s first task was to determine how many people have the opportunity to see (OTS) a particular Outdoor display. This is what is referred to as a unit’s Daily Effective Circulation or DEC. To accomplish this, TAB went about completing the massive project of re-hauling the “old audit” since the old auditing methods were somewhat limited for various reasons. Today, the re-hauled DECs are credible, consistent, current (updated annually), and stored in a single database. DECs today are derived from standard definitions of market populations, traffic count stations and illumination factors. Visit TABONLINE.COM Pedestrian audiences were not included in the old measurement system. Under the new EYES ON system, DECs still currently reflect only vehicular traffic in most markets, with the exception of seven top DMAs where DECs reflect “combined counts” of vehicular AND pedestrian circulation: Chicago, Philadelphia, San Francisco, Atlanta, Dallas, New York and Los Angeles. Boston is expected to have combined counts by the end of 2010. In the seven combined markets, ALL measured formats not located on an interstate receive both a vehicular and a pedestrian count. As the majority of street level displays are in the current “combined” markets, the fact that most markets apply vehicular traffic only is not seen as a major issue. Nevertheless, pedestrian audiences will be applied to additional markets as EYES ON continues to roll out.
  7. 7. 7 continued Section II EYES ON Initiative What is it?/ Getting to EYES ON/ Stage II: Incorporating Audience Research and VAIs (2004 - 2008) STAGE II of the EYES ON initiative was aimed at providing robust audience research and a notice-ability factor. Audience Research/ Intensive audience research was also conducted in the EYES ON initiative in the form of various travel surveys. TAB used Census and travel data from the Bureau of Labor and Statistics. By using travel data collected in the Census, TAB ensured that every market was represented with its own data. TAB also commissioned original travel surveys. MRI was solicited to conduct these surveys to better understand where people live as well as their travel habits. This provided a method to better understand audience duplication. Finally, route planning software was applied to model how people traveled to their destinations and back. Visibility Research/ Visibility research was conducted to determine notice-ability of a display. Such research was accomplished by using high quality, high definition video simulations of people as they walked and drove by Outdoor units of varying sizes, formats, distances etc. Over 13,500 observations were collected across several markets. Visibility Adjustment Indices or VAIs were developed as a result of these studies. VAIs take into account specific characteristics of each Outdoor unit to derive a figure that gauges the display’s ability to be seen. Characteristics such as size of the unit, distance from the road, road type, side of the road, angle of the unit (parallel read or not) are considered. In short, VAI is the ratio between the DEC and EOI audience for a particular unit. The better the visibility of a unit, the closer the adjustment will be to 1.0. Each unit’s VAI is applied to its DEC to produce the EOI: DEC x VAI = EOI At the end of this stage, the base unit of currency for the Outdoor industry transformed from DEC (Daily Effective Circulation) to EOI (weekly EYES ON Impressions). This represents a major shift in the way Outdoor is measured and puts Outdoor ahead in media measurement. No other traditional media reports true commercial audiences; rather, they still report circulation, or the opportunity to see (OTS) audience which includes people who do not necessarily SEE the advertising. Back to “Ground Breaking Research
  8. 8. 8 continued Section II EYES ON Initiative What is it?/ Getting to EYES ON/ Stage III: Credible DEC + VAI + Audience Research = EYES ON Launch (2009 - 2010) The combination of the first two stages (circulation, visibility and audience research) is TAB’s EYES ON measurement initiative. EOI is a term used for the figure that will eventually replace DEC as a negotiating metric. It refers to the average number of people who are likely to notice an ad on an Outdoor display for either 12 hours (un-illuminated – 6am to 6pm), 18 hours (illuminated – 6am to 12am) or 24 hours. While EOIs replace DECs as the base unit of currency, it is important to remember they measure different things. DECs still play an important role in EYES ON as they are a major component of EYES ON Impressions, but it is critically important to understand the differences between EOI and DEC. See Display I As a result of EYES ON, planners can analyze not just absolute costs for a campaign, but also it’s efficiency in reaching a particularly audience. Two units can have the same DEC, but different EOIs Source: TAB Demographic Segments & Delivery/ Total EOIs can be reported for Persons 18+. However, advertisers often want to target specific consumers. For this reason, demographic audience segments are also available in EYES ON. Demographics can be combined for complex targets such as “Women 35-49 in upper income households”. EYES ON enables users to examine demographics at an individual unit level or for a total campaign. Many media metrics are available including % Composition (the % of a unit’s total audience who are members of the target audience) and Target Rating Points (TRPs), a measure of how many impressions reach the target audience), which help planners analyze variable demographic delivery. Demographic delivery can vary from unit to unit, allowing users to select panels that deliver well against a target group. EOIs will vary depending on the OOH media format, the specific unit’s location, and the physical characteristics of the unit. Campaigns with the same weekly circulation can have different levels of EYES ON audience delivery. This is not the case when evaluating Outdoor units using DECs. DECs are strictly a measure of circulation, or people passing by the unit. Therefore all units on the same road segment have the same DEC, even if one unit is larger and closer to the road than a second unit on the same road. EOIs, on the other hand, distinguish between two units on the same road segment by taking into account each unit’s physical characteristics. Therefore, larger, better placed units which are more likely to be seen will have higher EOIs. The chart above illustrates this. EYES ON also provides much improved Reach and Frequency (R&F) measures. The EYES ON Reach and Frequency model takes into account audience duplication and dispersion of units across a market. Whereas two campaigns with the same circulation had the same R&F under the DEC system, EYES ON R&F will differ, showing the more dispersed campaign as having a higher Reach and lower Frequency than a more clustered campaign with the same number of impressions.
  9. 9. 9 continued Section II EYES ON Initiative What is it?/ Consistent Metrics/ EYES ON can produce many metrics used in planning and buying including: • EOIs EYES ON Impressions: The total number of times people passing an Outdoor display are likely to notice the ad for either 12 hours (un-illuminated), 18 hours or 24 hours. EOIs are reported in weekly increments and can be specified as “In-Market” or inclusive of all persons who notice the display • GRPs Gross Rating Points: Impressions expressed as a percentage of the market population; 1 GRP = 1% of the population • TRPs Target Rating Points: Target group impressions expressed as a percentage of the market population • Reach % of the population who sees a message at least once in a given time period • Frequency The average number of times an individual sees the campaign in a given period of time • % Comp The percentage of a unit’s total audience that are members of the target audience + • CPM Cost per thousand: Refers to the cost of delivering 1,000 impressions from individuals who notice the advertising on displays in a market (Not just the cost of delivering 1,000 opportunities-to-see advertising) • CPP Cost per gross rating point: The cost of advertising exposure opportunities that equals one gross rating point in a geographically defined market or the delivering of in-market EYES ON Impressions equal to one percent of the population (gross) Appreciating the difference between circulation and EOIs is essential for EYES ON analysis. Most EOIs are about 40 – 70% lower than a unit’s corresponding DEC. This causes confusion, as many industry players tend to equate ‘lower’ numbers with lesser value. EYES ON does not change the value of Outdoor media by shifting from a DEC to EOI based currency. A display is the same today as it was yesterday, with the same audience figures. People are gradually adjusting to the fact that Outdoor offers more robust metrics and EOIs measure how many people actually see a display rather than the number of people that pass a display.
  10. 10. 10 Section III Applying EYES ON to the Planning & Buying Process/ EYES ON is a major shift in the way Outdoor is planned, bought and sold. Of paramount importance is that OOH planners, buyers and sellers are looped into the planning process from the beginning so they can fully understand the advertising objectives. Posterscope clients understand this and utilize the company’s skills as planners so EYES ON data can be analyzed on their behalf. The advertiser’s brief—outlining the campaign objectives—forms the bridge between the planner’s RFP and the supplier’s sales proposal. It clarifies the advertiser’s goals and helps the planner understand what the advertising is intended to achieve (e.g., raise awareness, change attitudes, increase sales) and who the advertising is intended to reach. With EYES ON and the planners’ expertise of the OOH marketplace, planners can develop recommendations and plans and guide the seller to propose the most appropriate formats, inventory, weight levels, and rate incentives. Applying EYES ON to the Planning & Buying Process/ Some functions within EYES ON can be used to inform strategic planning processes demonstrating with accuracy some of the key roles than OOH can play within media plans. This of course requires individuals to be familiar with the principles and operation of EYES ON, something that Posterscope has been driving both internally and externally to help the system and the medium realize its full potential.
  11. 11. continued 11 Section III Implementing EYES ON to the Work Flow/ Limitations of Initial Rollout of EYES ON/ EYES ON represents a tremendous advance in OOH measurement, but there are a few hurdles involved in its implementation to day-to-day work flow: Limited Scope/ • Only the most widespread Outdoor formats are audited and included in the initial EYES ON database: BILLBOARDS (bulletins, 30-sheet posters, and 8-sheet posters, also called “junior posters”), and STREET FURNITURE (transit shelters, some “urban panels”, and some “phone kiosks”). • Many formats within the OOH space are not yet measured making true comparisons across OOH formats difficult. Limited Participation/ • Only member companies (also referred to as ‘operators’ or ‘vendors’) have audited products, and not all media companies are TAB members. Of those that are, some have not submitted all their measured Outdoor units to TAB for an audit. Gradual Learning Process/ • Agencies and advertisers are in various stages of learning about the initiative, understanding how to use the new currency, developing planning expertise, processes and systems to incorporate EYES ON data. Some OOH planners and buyers and many operators still transact business based on DECs. Logistical Barriers/ • TAB members can access EYES ON data via the online Audience Delivery System (ADS), but the ADS is not a planning tool and as such the metrics it produces are limited. • Currently only one third-party data provider, Telmar, has developed a planning tool that incorporates EYES ON data. An IMS planning tool is also expected to roll-out January 2011. Some operators and agencies find the cost to subscribe to this tool unmanageable. The marketplace has varying levels of understanding of OOH communications in general. Awareness of EYES ON is pretty well defined among the OOH industry, but somewhat scattered with respect to the advertising community at large. Understanding what EYES ON actually is and how to use EYES ON data is less developed, but improving. Non- member operators are increasingly becoming TAB Members. Along with member operators, they are slowly getting more inventory audited and included in the EYES ON database. This situation will continue to improve as EYES ON rolls out.
  12. 12. 12 Section IV Current Snapshot Timeline/ The next steps are outlined in the executive summary. The status of EYES ON is constantly evolving with latest updates available from Posterscope or directly from the TAB at eyesonratings.com Section V Posterscope’s Role in EYES ON/ Posterscope is an active member in good-standing with both the Traffic Audit Bureau (TAB) and the Outdoor Advertising Association of America (OAAA). Posterscope strongly support the EYES ON initiative. The company has been a long-standing public advocate and thought leader in advancing OOH communications and is highly focused on strategic OOH planning. In fact, the company was built upon the very premise of providing strategic OOH programs based on a superior understanding of OOH, consumers and the relationship between the two. As such, Posterscope is leading the efforts to help convince all TAB members to audit all their measured Outdoor inventory and works to develop consistent, credible methodologies for “non-audited” and “non-measured” communications across the increasingly complex OOH space.
  13. 13. 13 Section VI Summary/ The debut of the EYES ON ratings currency is a watershed moment for the OOH advertising industry. EYES ON ratings will help place traditional Outdoor on an even playing field with other traditional media forms in advertisers’ and agencies’ planning tools. New business practices have been established by the industry, and advertisers can expect to get very accurate information about who is viewing their advertisements. EYES ON is one of the most sophisticated ratings currencies available in media today, and it should contribute to the increased growth of OOH in 2010 and beyond. The fundamental shift represented in EYES ON is from a circulation based measurement system that lacked detailed audience demographics to one that provides both credible circulation and robust audience research. This is essential in a consumer driven communications world where advertisers and their agencies must consider all the touch-points surrounding the daily life of the consumer. What matters most in this converging world is understanding consumer behavior, technology and increasingly the relationship between the two. Insight and research with respect to the consumer’s relationship with OOH are increasingly important – and revealing. By providing credible metrics for traditional Outdoor advertising, EYES ON represents a great stride towards enabling advertisers/agencies to evaluate the impact of their OOH spending. Of course, with such an enormously diverse communications marketplace EYES ON does not cover everything and it is incumbent on agencies such as Posterscope to continue to develop complementary systems and methodologies. It is important for all OOH stakeholders to be proactive when they find limitations to the EYES ON database. Putting pressure on non-audited operators or on operators that have not submitted all their inventory to a TAB audit will help expedite the solution. TAB members can see what’s audited by visiting www.eyesonratings.com and clicking on the home page section titled “for a list of companies by market providing EYES ON click here”. This list is updated frequently. Posterscope’s Insight division can answer individual questions relating to EYES ON and other data sources. A face to face presentation to accompany this document is also available to advertisers and agencies.
  14. 14. 14 Display I Facts About DEC & EOI/ Facts About DEC & EOI DEC EOI An accurate measure of circulation; an Opportunity An accurate measure of commercial audiences; a Likelihood to see (noticeability) media measure. to See media measure. Reports the number of people passing by a display Reports the number of people seeing the advertising in a day. during the given period (excludes individuals who merely travel past an OOH unit) Derived from traffic counts; adjusted for traffic direc- Derived from DECs, but are adjusted by Visibility Ad- tion and illumination; refines gross traffic passage to justment Indices (VAIs), which take into account the reflect the true potential audience (circulation) of an physical characteristics (e.g., size of unit, distance OOH media unit. from road) of each unit. EOI = DEC * VAI Is similar to measures used by other media (e.g. TV Holds OOH measurement to a higher standard than ratings) in that it counts people who do not see the other media in that it measures people actually see- ad. ing OOH advertising. Offers only one truly accurate metric (daily effective EYES ON can be used to produce many planning circulation). metrics including: Total EOIs, GRPs (in-market EOIs), TRPs, Reach, Frequency, % Comp, CPM and CPP. Is a daily unit of measurement. Are reported weekly or monthly, in total and/or for specific geographic areas. Are not synonymous with traffic counts. Can be added across inventory and time to report the total audience for a campaign. Does not factor in physical characteristics of indi- Are unique for each unit/display. Will vary depending vidual units (e.g. size, side of road, angle, distance on the OOH format, the specific unit’s location, and from road). All units on same road segment have the the physical characteristics of the unit (size, angle same DEC, even if they vary in size, distance from etc.). road, etc. Lack demographic audience detail and audience size Are available for all major demographic audience (relative to other media). segments (1000+ demographics) in 200+ markets. Reports vehicular traffic only. Reports vehicular and pedestrian traffic (pedestrian traffic available in 7 markets only YTD). Geographic location & dispersion of displays not R&F consider board locations & duplication of audi- taken into consideration. ence across market area. Back to Executive Summary Back to Section II EYES ON Initiative, What is it?
  15. 15. 15 Display II Current Snapshot Timeline/ Current Snapshot / Timeline January 2010 February - May 2010 Through 2010 Through 2011 2011 - and Beyond EYES ON Initiative EYES ON Planning ONGOING IMPLEMEN- BUILDING MEMBER- 2011 - ONGOING released SOFTWARE RELEASED TATION SHIP & THE EYES ON • Ongoing “clean up” • EYES ON data is avail- • Telmar’s TOPS 4 TAB • Operators are start- DATABASE issues and learning able to all TAB members • Available to those who ing to show EOIs on • More operators’ inven- processes • Users can access all pay their photo-sheets and tory will appear in the • “Bells & Whistles” Added EYES ON metrics ex- • Contains all metrics incl. removing GRP showing 2011 EYES ON release cept Reach & Frequen- R/F levels from their rate (published in January) 1) MRI/Scarborough data cy via the online ADS • Provides function that cards. • Digital OOH may ap- 2) Integration into multi- • Consistent, market- allows users to import • Some operators and pear, followed by Transit media planning tools. based DEC is still a plan agencies are having inventory. published in TAB’s DEC • Additional planning func- problems showing • An 8th “combined” database tionality will be added in EYES ON metrics for market will be reflected the future certain target groups (Boston) • Posterscope teams • Some Advertisers/Agen- • Ongoing “clean-up” have Telmar TOPS 4 cies are still evaluating issues and learning TAB installed on desk- OOH on a DEC delivery processes tops and company- estimates based on his- wide training has been torical showing levels. conducted. Back to Executive Summary Display III Research / Software Providers Involved in EYES ON/ Peoplecount Traffic engineering & pedestrian modeling Mediamark (MRI) Research instrumentation, survey design & implementation Micromeasurements VAI: production of video simulations & eye- tracking expertise. Perception Research Services VAI: administration of eye-tracking field tests & coding Marketing Accountability Partnership VAI: model development & data diagnostics Telmar Database architecture, modeling, data deliv- ery, R/F model Back to Section II EYES ON Initiative, What is it?
  16. 16. 16 About Posterscope/ Founded in 1982, Posterscope Worldwide is a market leading global OOH communications agency. Posterscope delivers the most contemporary, insight led, communication solutions that provide maximum value with demonstrable effectiveness wherever and whenever people are out of home. The company has grown over the years as the role for OOH has changed and becomes more strategically important in the converging world. Today, Posterscope employs a global team of experienced professionals and offers a full array of specialized fields all focused upon the constantly evolving and expanding OOH space. Posterscope combines consumer led OOH communications planning with a deep understanding of the constantly evolving and expanding OOH space. The company’s unwavering focus on OOH provides a better understanding of the OOH space, emerging technologies and consumer behavior of people when out of the home allowing genuine consumer led, strategic planning across the spectrum of OOH communications. This becomes even more powerful when combined with the buying leverage that results from Posterscope’s scale in the marketplace. Key Contacts/ Chris Gagen, SVP & Managing Director TAB Executive Committee Hallie Friedman, VP & Director of Strategic Initiatives Kim Sauser, Director, Insight TAB Education Committee Member

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