Joe's Notes
TAB EYES ON is a reality… now what?
by blogadmin on Feb.26, 2010, under Joe's Notes
Welcome to the new EYES ON Blog!
As of January 1, 2010, EYES ON became the official measurement currency of out of home (OOH) media, the first of its kind to be based on people who actually see the advertising. OOH media companies are currently developing EYES ON rate cards and many agencies are already asking that proposals be submitted using EYES ON audience data.
For many of you, the migration from DECs to EYES ON ratings may feel like a daunting task. Yet over my career, I have been involved in the television industry’s various transitions from diaries to set top meters to people meters, which required that buyers and sellers incorporate new, improved ratings into their business practices. It wasn’t always easy but in the long run, well worth the effort!
What is so different about our transition is that we are moving into the world and language of other media. Finally we will be using numbers and talking about Out of Home (OOH) in the same way the advertising industry discusses and evaluates other media. But that language is new to many of us, and questions and issues are bound to arise.
EYESONBloggers is a place where the Out of Home media industry and advertising community can come to share thoughts and ask questions. It’s a place where dialogue can not only foster understanding of EYES ON aspects most useful to you, but also help the OOH industry establish best practices and standards that will instill confidence and drive growth.
Bottom line: we need to hear from YOU so start blogging now by subscribing to the RSS feed at the top of the main page or subscribe via email and be alerted whenever a new post is uploaded.
I encourage you to let us know which topics and issues are of greatest interest by leaving a comment here today. Through collaboration and cooperation, let’s demonstrate that OOH can transition to EYES ON faster and with greater rewards than those who have gone before us.
Thanks for your time & interest… I’m looking forward to an exciting dialog!
Joe Philport
Joe Philport is President and CEO of the Traffic Audit Bureau for Media Measurement and can be reached at 212-972-8075 or via email at joephilport@tabonline.com.