Thursday, September 4, 2008

Outdoor Advertising Metrics

Online advertising has two measurments: # of impressions and # of click throughs. Since the 1930s outdoor advertising has only had one: The amount of eyes that pass by the advertisement. Those eyes will now be measured as part of a movement to an increasingly accurate measurement system proposed by a consortium of advertising agencies and other outdoor advertising interested parties.

The new system has been dubbed the 'Eyes on Metric System'. The system employs highly sensitive cameras to track how much time a person looks at an outdoor advertisement. Before you think big brother is watching you from behind a Burma Shave sign, the system is employed only to a statistical sample of 900 people.

This group is then analyzed and applied to the traditional number of potential views. The new number is then generated for 'delivery'. This new metric is being adopted as a more accurate to price and buy outdoor advertising, which has seen renewed growth over the past several years as an effective marketing tool.

Join the discussion by submitting your topics or comments to the AMA Pittsburgh blog.

No comments: