• Mediaweek, Thursday, March 5, 2009 10 AM

More than 600 users participated in the recent Webinar on the Traffic Audit Bureau's new outdoor ad rating service "Eyes On," which will debut next month. Four years and $20 million in the making, the outdoor industry's first ratings could be a game-changer for the business, with measurements that allow outdoor to compete directly with TV and radio.

Eyes On ratings were initially released for only 10,000 outdoor units in Chicago. Next month, the new system will be rolled out in more than 200 markets covering ratings for about 400,000 units. Chris Gagen, Posterscope USA's managing director, claims that OOH "is becoming the first medium that will give audience data based on the number of people seeing an ad, versus the number of people exposed to it."

Prior to Eyes On, the outdoor industry sold ad inventory with the TAB's Daily Effective Circulation figures, which were simply raw counts of passersby. Buyers often discounted the measure to about 20% to 30% of the DEC value.

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