EYES ON is a radical departure from the historical measurement tools used by the Out of Home industry. For the most part, EYES ON uses the same concepts and language used by other media. It goes one step farther in providing measures of commercial audience.
If you are an advertiser, or a planner, buyer or seller of Out of Home media, the following guidelines will help you begin your transition to EYES ON, Out of Home’s new measurement currency:
Know that EYES ON is an audience measurement system designed to address business needs.
Several years ago, TAB members met to articulate the major needs of the Out of Home industry. Both buyers and sellers agreed that improved audience measurement was the industry’s #1 priority. They recognized that the lack of credible audience measurement limited the use of Out of Home. They also wanted measures similar to those used by other media so that Out of Home would receive full consideration when advertisers set their multimedia campaigns and budgets.
EYES ON is not merely a research report or series of facts about Out of Home. It is a comprehensive measurement system designed to be used as a currency for the buying and selling of the medium. The system’s primary specifications include:
Audiences for billboards, posters, junior posters, transit shelters and phone kiosks.
Audience impressions and ratings available for each individual panel or display.
Consistent reporting and detail in 200+ markets throughout the country.
EYES ON was defined and funded by all of the TAB membership. The investment community has evaluated the EYES ON initiative and concluded that it will significantly contribute to the growth of the medium.
Embrace that EYES ON will change and improve the way that Out of Home media are bought and sold.
EYES ON is a much richer and credible currency for buying and selling Out of Home media. It will provide ways to distinguish the unique value of various Out of Home packages based on the audiences they actually deliver. EYES ON will help identify both high reach mass and highly targeted campaigns.
Both local and national sales teams can benefit from the EYES ON system. Local sellers will use EYES ON to demonstrate how Out of Home can effectively compete and be used in conjunction with other local media.
EYES ON will also make it easier for planners to assess the power of Out of Home media when used in combination with other media. Most importantly, EYES ON will provide a new level of accountability that will generate more confidence and use among advertisers.
Buyers and sellers will have an opportunity to examine traditional concepts, such as showing levels and plant defined markets, and decide how they evolve into EYES ON and a 21st century approach to the marketing of the Out of Home media.
Be assured that EYES ON is based on high quality research, providing accurate and credible measurement.
EYES ON is a high quality research system founded in worldwide best-practices in Out of Home measurement. Unlike most media research, EYES ON also required a thorough understanding of travel and mobility research.
EYES ON is based on an integrated research program utilizing information gathered from a variety of sources. Six separate research companies contributed to the study. Their expertise included traffic engineering, survey research, perceptual research and modeling. The program was conducted with the oversight of TAB’s Technical Committee; comprised of leading media research experts.
The fundamental architecture, or platform, of EYES ON is robust. It can accommodate enhancements and expansion as required by the industry.
Master the basics of EYES ON by attending EYES ON University.
EYES ON University is now open and is a great place to start.
EYES ON University is an e-learning program designed for all members of the Out of Home and advertising industries. It provides a quick and easy way to learn all of the essential terms and concepts required to effectively use EYES ON audience estimates in your business processes.
Also, check eyesonratings.com on a regular basis. TAB will be updating EYES ON University with additional coursework and provide additional information about EYES ON workshops and webinars.
Understand how the components of EYES ON add up to produce audiences.
While the EYES ON research system is complex and comprised of many components, the way that EYES ON Impressions are calculated is rather straightforward. An understanding of the basic steps used in the calculation will help you appreciate how measures of gross passage (circulation) are refined to generate EYES ON audiences.
Understand how EYES ON audiences are different and superior to the circulation counts they replace.
EYES ON audience estimates replace DECs as the industry’s measurement currency.
While the old DEC-based system provided accurate measures of circulation, it had several deficiencies that prevented it from being a true audience measurement system. Here are several of the major limitations of DECs and the old audit system:
DECs were NOT a measure of audience and were heavily discounted by buyers.
Demographics were the same for all displays and operators.
The system could not distinguish between in-market and out of market travelers.
The system did not consider the impact of travel patterns and the geographic dispersion of displays in a campaign on its reach and frequency.
EYES ON addresses each of these limitations and provides a much richer and discriminating measurement system. Follow the link below for a list of the major enhancements in the EYES ON system and the value of each for buyers and sellers.
Embrace EYES ON as the first system, for any medium, to report audiences noticing ads.
Out of Home media is the first to provide advertisers with a measurement system based on the commercial audiences who are noticing advertising.
What exactly is noticing? In EYES ON, it is a physiological measure of eye contact with the display and its advertising for a fraction of a second. Noticing tells you the roll of the display and its environmental position to draw people to its ad. Noticing does not attempt to measure the consumer’s engagement or involvement with the ad; that is the role of the creative ad copy and not the media display.
DECs, which were measures of gross circulation, were discounted by buyers by as much as 75%. Discounting should stop with the introduction of EYES ON. EYES ON audiences and DECs are two totally different measures and should not be compared. EYES ON is a more precise audience definition than used by any other medium. Remember, EYES ON Impressions are a true reflection of the audience seeing the advertising.
Investigate how to receive EYES ON measures; from TAB and third party data processors.
Remember, only members of the TAB can receive and utilize EYES ON audience information. Agencies and advertisers should confirm that media vendors are members in good standing and authorized to provide EYES ON data in their proposals.
Only members of the TAB can receive and utilize EYES ON audience information. Any member can receive EYES ON audience information from TAB’s web-based EYES ON Audience Delivery SYSTEM (A.D.S). It has the basic functionality for defining markets, selecting operators and their inventory, and reporting EOIs (EYES ON Impressions) and ratings for all adults or demographic targets. It also provides a measure of the percent composition that a demographic represents and mapping.
Many members also use third party processors to provide additional functions, such as charting or planning analyses. Several third party companies have been licensed to provide EYES ON data with their systems.
Be patient, the full transition to EYES ON will take some time.
When other media have transitioned to new measurement systems, the process often took several years. Buyer and sellers asked many questions about the new measurement and had to fully understand the new systems before making the complete transition.
You should anticipate that the complete transition to EYES ON may take up to a year, perhaps more. This timing will allow buyers and sellers to: first, fully understand the new currency, then begin the migration of EYES ON into your business processes.
TAB will be providing information updates at eyesonratings.com through course work at EYES ON University, webinars and workshops. Check eyesonratings.com for the latest information and a calendar of relevant events.
Be proactive, you have an important role to play in the transition to EYES ON.
As a member of the industry, you have an important role to play. It begins with the dialogue you have with colleagues. Incorporate EYES ON into your day to day conversations. Ask your clients what they would like to see. Challenge yourself to learn more about the high value audiences Out of Home delivers.
And, tell TAB what you need. Sends your questions and feedback to TAB through eyesonratings.com.
Good luck as you make your transition to EYES ON and a better way of buying and selling Out of Home media.
