More than just a survey: considerations for selecting an integrated approach to audience measurement

This paper provides an overview of the new Eyes-On Out-of-Home (OOH) Audience Measurement System being implemented across America by The Traffic Audit Bureau for Media Measurement, Inc.

More than just a survey: considerations for selecting an integrated approach to audience measurement

Joseph PhilportTraffic Audit Bureau, United States

Jay MattlinNew Ventures, United States

Peter WalshTelmar Group, Australia

PREFACE

This paper provides an overview of the new Eyes-OnOut-of-Home (OOH) Audience Measurement System currently being implemented across America by The Traffic Audit Bureau for Media Measurement, Inc. It describes the system design and the rationale for selecting an integrated approach involving traffic counts, eye-tracking research, survey research, data integration and modeling over a more tradition survey-centric approach. The important role of traffic counts and eye-tracking...

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