Outdoor Advertising Readies Dramatic Audience-Metrics Change

3 Minute Ad Age, Sept. 3, 2008

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NEW YORK (AdAge.com) -- The outdoor advertising industry begins the preliminary rollout of new audience-measurement protocols this month that could dramatically alter its business. In development for four years, the new "Eyes On" system uses complex computer modeling and eye-tracking technology to determine how many people actually look at billboards throughout 200 U.S. markets.
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