• Advertising Age, Friday, December 12, 2008 9:15 AM

The Traffic Audit Bureau, the leading out-of-home media-measurement organization, will finally release its next generation metrics in early March 2009. After four years of development and a year's worth of false starts, the organization expects to have the "Eyes On" data available in all 200 of its audited markets.

Eyes On will measure the exact number of people who see a specific outdoor ad, whether it's a billboard, a sign on a bus shelter or a video screen in a mall. The currency will use a combination of traffic counts, consumer-travel surveys, circulation data and a new eye-tracking technology to determine the number of eyeballs on each outdoor ad. The standard measurement currency today is based average foot traffic in outdoor venues.

TAB will become the second organization to bring new metrics to the out-of-home industry in recent months, following the Out of Home Advertising Bureau.

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