• by John Capone , May 13, 2010

"TV measurement is broken in America," says Tony Jarvis, by way of introducing a point about looking for standardized measurement in DOOH.

"The issue isn't 'Do we follow television or not?'" says Debbie Reichig, SVP, Biz Dev & Marketing, Clear Channel Outdoor. "You have to have two different sets of measures. Something to measure across and something vertically."

Calling television measurement "a yardstick that allows business to be done in a multi-billion-dollar business," Paul Lindstrom, Senior Vice President, Nielsen Co. asks,"Do you want something like that? Of course you do."

"Although television is great and billions of dollars are traded on it all the time, if we can leapfrog that and get beyond that then we should ... and not be limited by what television does," Reichig.

"What people really want in terms in terms of metrics is advertising exposure, comparable across all media," says Jarvis. "Which is what Eyes On gives you."