The outdoor media industry's Traffic Audit Bureau (TAB) has retained NOP World to help develop a new standard for planning audience exposure to outdoor ads. The research project is part of an outdoor
ad industry initiative to develop a so-called "visually adjusted index" (VAI) for calculating the percentage of consumers exposed to billboards and other outdoor media based on their logistics and
proximity. The indices, which have become a popular outdoor media planning tool abroad, especially in the U.K., would be applied directly to the TAB's "daily effective circulation" estimates to factor
actual audience exposure. The TAB did not provide details about the NOP research project, but it presumably would be designed. -- J.M.
