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Out of Home Industry Underwrites Major Audience
Measurement Initiative
NOP World study for TAB will allow comprehensive estimates of
noticing out of home advertising for all US markets Contact: Joe Philport
212-972-8075, ext. 6 New York, N.Y. May 19, 2005:
The Traffic Audit Bureau of Media
Measurement, Inc. announced today the
awarding of a contract to NOP World,
a leading supplier of syndicated and
custom research, for the development of
a measurement system that will allow
advertisers to move from a system
estimating how many people pass a
billboard to one showing how many
actually noticed it.
This VAI research project (Visibility
Adjustment Index) will give out of
home advertising a more refined
measurement tool than currently exists
for any other major media.
Field work for this breakthrough
study will focus on creating VAI
“noticing” measures for bulletins,
posters and bus shelters based upon key
variables that affect the ‘likelihood to
see’ out of home venues. Factors such as
a unit’s size, its placement and
environmental situation and type of
roadway will be examined. Both
pedestrian and vehicular traffic will be
studied.
The VAI factors produced by the study
can be applied directly to TAB’s Daily
Effective Circulation counts, known as
DECs, which will allow “noticing”
estimates to be developed for virtually
all markets.
This next phase of outdoor
measurement has been underwritten by TAB
membership. It builds upon the recently
completed TAB Audit update which
geocoded 500,000 units and installed a
new methodology to provide timely and
consistent out of home inventory
information.
Joe Philport, TAB’s President and CEO
notes: “We see VAI measures as the next
stage in making out of home more
accountable to the advertiser. The
creation of such advanced planning and
buying tools like noticeability
adjustments is an essential step in our
industry’s bid for more national
business.” TAB’s Chair, Andrea
MacDonald, President of MacDonald Media
adds: “Research initiatives such as VAI
are placing the U.S. out of home
industry at the forefront of worldwide
media measurement innovations.”
Media strategist Erwin Ephron from
Ephron, Papazion & Ephron, Inc.
points out: “Today all media
measurements – TV, Print, Radio,
Internet – need VAI adjustments to get
to counts of persons seeing the
advertising. In constructing the first
VAI system, the outdoor industry is
leading the way in the U.S.”
TAB will be conducting two workshops
at OAAA’s National Convention & Trade
Show at the Chicago Hilton Hotel May
23rd, 2005 and will be discussing this
research program and its application in
the context of the out of home
industry’s evolving research strategy.
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About the TAB
Established in 1933, the Traffic
Audit Bureau for Media Measurement Inc.
is a non-profit organization whose
primary mission is to audit out of home
media in the United States. Run by a
tripartite board comprised of
advertisers, agencies and media
companies, the TAB acts an independent
auditor in accordance to guidelines
established by their Board of Directors.
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