Outdoor Industry Announces "Biggest Advance in Media Measurement" in Past 20 Years

quotThis is the biggest advance in media accountability since Nielsen introduced the people meter 20 years agoquot Erwin EphronquotThis is the most exciting project that I have worked on in my careerquot Joseph Philport President The Traffic Audit Bureau for Media MeasurementIndustry research veterans Ephron and Philport are referring to the new outofhome quotEyes On Ratingsquot industry initiative announced last week at the OOH Advertiser Forum presented by the ANA OAAA and TAB The outofhome industry is investing an estimated 25 million to create a new measurement system that establishes the medium at the forefront of media research delivering the holy grail of actual ad exposure quotNo visual medium TV radio Internet and print measures people seeing advertising but next year outdoor will be the only visual medium reporting people seeing advertisingquot Ephron commentedRecalling that the Advertising Research Foundation recommended 15 years ago that television networks should measure 39eyes on the screen39 because seeing the ad is what advertisers are buying Ephron pointed out the TV medium still continues to measure audiences39 opportunity to see a program but not actual program or ad viewing quotNielsen meters record watching when people aren39t seeingquot he said reiterating quotin 2008 outdoor will be only visual medium recording how many people fix on advertising The Eyes On Ratings advertising research initiative reduces audience count by the probability that passersby will actually see advertising unitsquot he said Data is currently being developed in 200 US markets for delivery in the fourth quarter of 2008Ephron advised that the study uses two sets of data physical attributes of each outdoor unit plus adjustments for how those attributes affect the probability that the unit will be seen This second measure is determined by tracking eye fixations in actual drive by and walk by simulations This permits for the first time outdoor audiences to be segmented by demographics and reach frequency based exclusively on people who actually see ads Information on the study is available at wwweyesonratingscom quotWhy just outdoorquot Ephron asked the audience quotAll visual media should be adjusted Why not adjust print for use of fractional units or position in the issue Why not adjust TV audiences for pod positions and length of message commercial avoidance leaving the room Data is available and smart agencies are making these adjustments on an ala carte basisquot He acknowledged a reason outdoor is leading in eyeson measurement is the adjustment for seeing ads will affect outdoor less than other media quotIt reduces frequency and has little affect on reachquot he added Wachovia Capital Markets forecasts that Eyes On Ratings will bring a potential 7 billion increase in OOH advertising revenues Jack Myers Media Business Report projects total outofhome and placebased advertising spending excluding cinema will total 697 billion in 2007 increasing 86 yeartoyear but representing just 3 of total ad spending Myers projects OOH will grow an additional 80 in 2008 quotTo increase our sharequot commented JeanLuc Decaux of JCDecaux at a later panel moderated by Jack Myers quotwe need to take a leadership positionquot Wally Kelly CEO of CBS Outdoor who was referred to as the Dr Seuss of the media business by earlier speaker Jim McCann of 1800Flowers commented that industry leaders were funding the study in response to advertiser and agency executives39 requests that the medium address actual ad exposures Paul Meyer Global President and COO of Clear Channel Outdoor commented that one of the most important shifts has been the vocal support of agency and advertiser executives such as Carat CEO David Verklin who spoke earlier at the event and Ford Motor Company Global Media Manager Mark Kaline who was event cochairmanquotWe are asking buyers and sellers to go from a shallow measurement system to a more complex systemquot said Philport quotWe need to build consensus and communicate the value of embracing a new measurement system We think that other media sectors will be watching us to see how our approach might be adapted to their needs eg using set top cable boxes for set tuning and integrating demoamp8217s and eyes on adjustmentsquotPhilport commented quotIamp8217ve been around the industry for a while agency side as well ass Nielsen Arbitron and AGB and must say that this is one of the most exciting challenges Iamp8217ve ever been involved in Our members both buyers and sellers have articulated the need and supported the effort It will truly be a measurement system designed by a media industry for the industryquotThe study Philport announced represents an integrated system that will be flexible and accept new information easily to refresh and update and improve quotWe have designed a plug and play system that can utilize multiple sources of data and upgrade our system over time without having to start from scratchquot The system will also integrate with other established research methodologies including Department of Transportation census surveys on travel MRI Telmar MAP PRS and GfK Custom studies The Eyes On Ratings data will incorporate inmarket traffic flow vehicular audience data and pedestrian traffic flow Most importantly to agencies and advertisers the study will conform to third party analytic services for integration into media planning optimizers and data will also be fed to advertisers for integration into their ROI processes and marketing mix analyticsJoe Philport can be contacted at joephilporttabonlinecom Visit the New JackMyerscom Jobs Board emPowered by mediabistrocomamp160

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Outdoor Industry Announces "Biggest Advance in Media Measurement" in Past 20 Years

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