CBS Outdoor opts for a more accurate way of measuring performance

Measurability has come to the forefront of advertising decision making; therefore, clients should be aware if any changes in rating or ranking systems occur in media.

The current media climate is moving towards advertising with greater forms of measurability like impressions on the internet. Outdoor advertising is making efforts to follow the trend. A new form of measurement is being adopted by billboard companies like CBS Outdoor.

As the pioneer of adopting the new system, CBS has integrated the third-party metrics into the proof-of-performance (POP) that it provides clients. This is done in efforts to simplify the delivery of the data. Because CBS Outdoor is one of the largest outdoor companies nationally, the new POP’s, which are produced by Ayuda Media Systems, cover about 550,000 outdoor displays throughout the United States.

The Traffic Audit Bureau (TAB) formulated the new rating system “Eyes On,” which is meant to more accurately measure the probability that a board has been seen in a particular location. “Eyes On” is intended to replace the daily traffic circulation reports.

Measurability has come to the forefront of advertising decision making; therefore, clients should be aware if any changes in rating or ranking systems occur in media.

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