The TAB (Traffic Audit Bureau) has a new way of measuring OOH (Out of Home Ratings). It’s called Eyes On Impressions (EOI). EOI replaces Daily Effective Circulation (DEC) as the industry’s measurement currency. DEC’s (the old form of measurement) only calculated traffic counts with no ability to measure demographics, audience, in-market or out-of market travelers, travel patterns, and the position of the display. The benefit of EOI is that it provides demographic information similar to other media, enabling media planners and buyers to plan Outdoor based on the EOI value.
EOI takes into consideration not the number of vehicles that pass the display, but the people that are actually noticing. The seller can sell based on targeted demographic impressions as with other forms of traditional media. For the media buyer, this allows them to compare their target audience delivery as they do with traditional media such as television and radio. Read More