Outdoor Industry Launches 'Commercial Ratings' Initiative, Will Measure Eyes On Digital Ads
- by Joe Mandese @mp_joemandese, May 21, 2013
The out-of-home media industry is poised to begin developing new research to develop "commercial ratings" for ads on digital billboards. The initiative, which was unveiled this morning by the
Traffic Audit Bureau (TAB), represent an enhancement on the out-of-home industry's current ratings system, which is also managed by the TAB.
“For the oldest medium
to be taking on such an initiative says a great deal about how far we have come as an industry,” states Joe Philport, President-CEO, of the TAB. “The real breakthrough here is our
ability to report audiences of people seeing each ad rotated on a billboard, as opposed to a rating for each structure itself. This is a major refinement to our commercial ratings
system.”
The TAB said it will be working closely with two suppliers as part of its digital initiative.
Perception Research Services
(PRS), the primary supplier for TAB’s original eye-tracking study as part of its Out of Home Ratings rollout, will be conducting field tests with respondents as they pass billboards, taking into
account a range of driving experiences, such as congestion.
INRIX, provider of traffic information and driver services to leading automakers, governments and media
worldwide, will be providing traffic data to help TAB better understand the amount of time drivers are exposed to billboards on different days and times on 250,000 miles of heavily traveled roads
nationwide.
