The new system, which already has been incorporated by Aegis out-of-home media unit Posterscope, is said to be the first system of its kind based on the so-called "eyes-on" metrics developed over the past several years by the Traffic Audit Bureau.
The eyes-on metrics, which utilize weights and factors that visually account for how consumers might actually be exposed to an ad in an out-of-home location, is considered by many on Madison Avenue to be the most accountable metric yet for an ad actually being seen. It shifts the burden of a medium from a historic "opportunity to see" to a likelihood to see advertising buys.
Telmar said the system has been beta tested by Posterscope, which has been using it to develop strategies and plans for big out-of-home advertisers, including Coca-Cola Co.
advertisement
advertisement