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...