• by Erik Sass  @eriksass1, April 30, 2010

CBS Outdoor is the first major outdoor advertising company to integrate the new "Eyes On" rating system formulated by the Traffic Audit Bureau into the third-party metrics it provides to clients.

The billboard and signage giant is incorporating TAB ratings produced into the proof-of-performance reports created by Ayuda Media Systems, according to Mediaweek, which first reported the news.

The new third-party "Eyes On" proof-of-performance reports from Ayuda cover roughly 550,000 outdoor media displays owned by CBS nationwide -- representing about 30% of all the outdoor advertising in the U.S. By automatically incorporating the new "Eyes On" rating, CBS Outdoor is taking a step to simplify delivery of the data to its clients, bmaking it an integral part of every report. (Previously, CBS Outdoor, like other out-of-home advertising companies, provided the information separately.)

TAB introduced the new "Eyes On" metric last year after a multiyear effort supported by major outdoor advertising companies, advertising agencies and their clients.

The "Eyes On" metric replaced daily traffic circulation reports that were considered increasingly unsuitable, making it difficult for outdoor advertising to compete against media like the Internet, which boast of greater measurability.

"Eyes On" represented a leap forward in out-of-home metrics. It measures the likelihood of passersby to actually see a sign in a particular location.