The OOH industry remains relevant because it continues to reinvent itself, making an “old” medium new. Fueled by industry initiatives, primary drivers for Out-of-Home's future growth are digital and interactive formats, increased accountability via the new audience measurement “Eyes-On Impressions” system, faster production technologies and green initiatives. The new audience measurement system, EOIs, has been in the works for several years and will be the official audience metric as of mid year 2010 in 200 plus markets.
“This new system will be opening doors that many new advertisers will walk through…because the measurements, for the first time, are sufficient to evaluate the medium’s return on investment vs. other media and OOH will prove its value. The cliché 'everything old is new again' seems to fit the situation perfectly … OOH is the oldest medium and it is reinventing itself. At the same time, it is broadening its horizon by giving the industry what it requires to evaluate it properly and erase prior misperceptions”.
-Steve Singer, President, the Singer Group, Inc
Eyes On Impressions Explained:
Eyes On Impressions (EOIs) is the new audience measurement currency for all billboards and bus shelters in every market throughout the United States
Developed by the Traffic Audit Bureau (TAB), this new media metric increases OOHs accountability
It allows the medium to compete more effectively with TV and radio
Until now, the unit of measurement has been the “Daily Effective Circulation” (DEC) which is defined as the total number of adults 18+ in vehicles passing by the unit as measured by each state’s Department of Transportation
EOIs provide advertisers more relevent and accountable audience measurements since they are estimates of people who actually “notice” the unit and its advertising
EOIs are derived from a statistical model which takes into account visibility factors based on the unit size and type, road type, size of road, distance to road, angle to the road and side of road
These visibility aspects are then applied to the DEC ratings for more accurate measurement
EOIs measure both vehicular and pedestrian traffic
EOIs are obtainable for demographic segments such as age, income, ethnicity, etc.
EOIs will be reported as weekly impressions versus DEC which are daily measures