Let’s

SomeThingsUp

Who actually sees your ad?

What is Eyes On?

Eyes On is a revolutionary audience measurement system for the Out of Home (OOH) industry, which measures the number of consumers who actually looked at an OOH display rather than who simply passed by it, and the demographics of those consumers. It offers more precise measurements, called Eyes On Impressions (EOIs), making buying OOH media more efficient and the ads themselves more effective. It is one of the most advanced audience measurement systems in the advertising industry thus far. Eyes On Impressions describe those who actually saw an ad, not just had the opportunity to see, like promised by other media.

Eyes On opens up endless opportunities to advertise outdoors. By knowing the demographics of the people viewing your ad, you may advertise to them more effectively. This measurement system gives a much more clear vision of who is seeing a particular advertisement and how many times, versus DECs which simply give a vague image of how many people passed by the ad. The outdoor industry is now the only media in which you can tell how many people saw your ad and who those people are.

Benefits for advertisers

Measuring Out of Home is different fromtraditional media research. It requires adiverse set of expertise including trafficengineering, traditional survey research,eye-tracking, and sophisticated modeling. Agroup of leading research companies participatedin building the EYES ON system: aneffort conducted with the oversight of anindependent technical committee comprisedof experts in media research.

A Collaborative E�ortEyes On Impressions

Few Facts about EOIs

•EOIs are based only on audiences that see your ad

•EOIs are available for all major demographic audience segments including age, gender, race and income

•Unless identified as in-market EYES ON impressions, EOIs may include impressions delivered to people living outside of the market

Eyes On

OOH advertising hasn’t changed, but what we know about it has.

DECs v. EOIsWhat does EOI’s mean for OOH?

DemographicsEOIs mean we can tell you who actually saw your ad, not just a measure of people who might have seen your ad. No longer is OOH a medium based on passing vehicles, it is now a strategic medium capable of targeting your target audience better than ever. It can ensure you how much of your target audience actually looked at your ad based on your target’s gender, ethnicity, age, income or a combination of these demographics.

Media planning/buyingKnowing who actually saw your ad is extremely beneficial for media buying as well. Also, EOIs do allow for measurements more comparable to those of other media industries. i. EOIs are weekly ratings that are an even comparison to ratings of other media ii. EOIs are measurements based on the same standard geographical markets used by other industries such as CBSA, DMA or other clusters of counties. iii. EOIs allow a media buy to be based on a percent of a target audience reached. iv. EOIs allow calculations of reach and frequency of an ad.

OOH can now be considered in Channel Planning, budget setting and ROI analysis

EOIs put OOH beyond any other media in strategic media measurement and planning by making it the only media what can tell you how many people saw an ad and who they are.

•Circulation

•Measures people passing

•Unique to outdoor

•Daily impressions

•Vehicular only

•Opportunity to see an ad

•Adults 18+

•Audience

•Measures our commercial audience

•Comparable to other media

•Weekly impressions

•Vehicular and pedestrian

•Likeliness to notice an ad

•Gender, ethnicity age and income

EOIs VS DECs- This new currency for the OOH industry enhances the previous, DECs (daily effective circulation) into a more detailed and powerful measurement. DECs told us how many people passed an OOH ad each day. EOIs factor in DECs, census data, travel trends, pedestrian traffic, likeliness to notice an ad, visibility and demographics.

EOIs VS DECs

DECs EOIs

Now that you know what EYES ON clarifies, the big question is how does EYES ON clarify?

The research for EYES ON was designed to provide Out of Home media with credible audience ratings and other metrics necessary to be compared to and effectively compete with measured media: numbers that Out of Home has lacked for many years. This was achieved by an innovative and sophisticated research program specifically designed to measure audience who actually see advertising on Out of Home media throughout the country.

Four independent areas of research were required to deliver these specifications. These became the four building blocks from which EYES ON Ratings were developed.

DemographicsTo achieve the level of demographic measurement needed for Out of Home, a single survey alone could not account for the degree of granularity needed to give accurate measures of audience for any given Out of Home panel.

TAB started by obtaining applicable data from the U.S. census. All of the information obtained from the census can be tied to the small areas that participants live in called census block groups. The census information that TAB used for EYES ON includes demographic data and work destination and frequency information available for the residents in every block group in the United States.

TAB conducted over 50,000 travel surveys in fifteen markets. These surveys provided a wealth of data on the types of trips Americans of different demographic breakdowns make and the frequency of these trips. Professionals in the related fields applied the data obtained from these surveys to assign destinations to non-work trips for every home census tract based on their relative convenience and utility for particular purposes.

Data sources for the Demographics and Trip Destinations of People Who Live Here

U.S. Census1) Demographic Data2) work Destinations3)Work Trip Frequency Data4) All data from individuals in specific block groups

Travel Surveys1) Non-work destination Type Data2) Non-Work Trip Frequency Data3) Used to model non-work trip destinations and frequencies

Weekly Circulation

Weekly circulation represents the number of people 18+ potentially exposed to an Out of Home panel in an average week of the year. To arrive at this measure for any particular panel, the TAB starts with approved traffic counts around that panel and removes all traffic not traveling in the proper direction to view it. Next, traffic levels are refined further by eliminating traffic passing during hours the panel is not illuminated. Finally, these traffic counts are multiplied by a load factor of 1.5 to convert vehicles passing into people passing. In short, weekly circulation provides the number of people that have an opportunity to see an advertisement as opposed to the number of vehicles on the same road as one.

Building anything of worth requires a solid foundation and a media measurement on the scale of EYES ON. Ratings were no different. Circulation data for each of approximately 400,000 Out of Home units would be the solid foundation on which EYES ON was built and the quality and quantity of this data allowed for all of the features of EYES ON to be applied on a panel by panel basis.

How Weekly Circulation is Determined

Strengths of TAB Audited Circulation

1. Universal- Weekly circulation collected and calculated the same way across all markets in the U.S. 2. Accurate- TAB’s circulation counts are an extremely granular and accurate measure-ment with every count being checked and calculated individually 3. Collected Independently- Data to calcu-late circulation is collected by the TAB inde-pendently of OOH media companies’ involve-ment.

VisibilityTAB’s visibility research program was designed to determine the portion of people who pass an

Out of Home advertising unit and actually see its advertising. More precisely, it was designed to determine how a unit’s format, size, road type/speed, road side, angle to the road and

distance to the road effect the likelihood that the advertising will be noticed. The creative elements of an ad (e.g. colors and shapes) also significantly contribute to a unit’s noticeability.

In order to get statistically sound results, 600 participants from ten different markets logged nearly 30,000 unique observations of vehicle or pedestrian exposures to Out of Home units. High definition videos were filmed in New York, Chicago, Hartford and Phoenix to account for the wide variety of roadways in which Out of Home is experienced throughout America. The eye tracking technology used was unobtrusive, yet capable of capturing noticing down to a fraction of a second. The participants, who did not know the study related to Out of Home advertising, sat in front of a wide screen that displayed units at different angles and distances from the center of the road. Unencumbered by head gear or glasses, participants had a full range of motion to explore and view all of the naturally competing stimulation (e.g. traffic) that is part of the driving experience.

The impact of various factors were then considered in a model to produce Visibility Adjustment Indices that could be applied to the hundreds of thousands of Out of Home panels in America.

The results of the visibility research program are Visibility Adjustment Indices (VAIs). A unit’s VAI adjustment is the portion of people who pass the unit who are likely to see its advertising. VAIs are the statistical conversion factors that are applied to weekly circulation measures (number of times people have an opportunity to see an Out of Home unit in a week) to produce EYES ON Impressions (number of times the unit and its advertising are noticed).

Visibilty Adjustment Indices

The Visibility Research Program •Format and Size•Size in relation to distance•Distance in relation to size•Side of the road

1234 Reach & Frequency:

Trip origins and destinations were an essential component of the research that makes EYES ON the first measurement system capable of providing a geographically sensitive reach and frequency model.

Demographics: Census data & trip surveys were then used to model millions of trips to provide the demographic characteristics of the people that pass each panel.

Visibility Research: An extensive visibility research program including experts in the fields of travel simulation, eye tracking and data modeling was used to move beyond opportunity-to-see, as provided by other media, to an audience measure of people who actually see the ad.

Circulation: Starting with the collection of traffic counts from departments of transportation, TAB then refines these to provide a measurement of circulation or the number of people who have and opportunity to see an Out of Home unit.

Reach And Frequency

•The first step was to determine the actual number of trips of people passing each panel along with the origin for each trip and the demographic characteristics of the people who are passing. These trips were generated from information gathered from government sources as well as 50,000 surveys specifically conducted for the TAB. •From this trip information our statistical experts were able to calculate the weekly and 4-weekly frequencies of trips and weekly and 4-weekly coverage for the number of unique people passing (but not necessarily seeing each panel). •Then, the panel’s visibility factor (VAI score) was applied so that EYES ON reach and frequency is based on people seeing the ad not merely passing it.

It took an innovative research design to insure that EYES ON could deliver these powerful new metrics. The starting point was to calculate EYES ON reach & frequency on a panel-by-panel basis.

Reach and Frequency for Individual Panels

Reach and Frequency for Any Group of Panels

•When 2 or more panels comprise a schedule. The panel with the highest EYES ON reach is considered first. •Then, each additional panel is put into the model. Each new panel’s exclusive reach is then compared to the net reach of the prior panel(s) based on origin of its audience’s trips based on census tracts. •Each panel’s exclusive reach is added to the campaign until the EYES ON reach for the full set of panels in the campaign is determined.

The blue panel is located on a highway that reaches many different people travleing from many different areas (identified in blue) in the market. The orange panel is located on a local road that reaches people in its neighborhood (identified in orange) more frequently.