Navigating and understanding the EYES ON revolution. The

1. Understanding the
EYES ON
Revolution/

2. 2
Executive
Summary/
What is EYES ON?
EYES ON is a new audience measurement system that
offers marketers and agencies rigorous and precise metrics
for planning and buying Out of Home (OOH) media. It
represents a major shift in the way OOH is measured and is
invaluable to Posterscope’s work around the transformation
of a sector based largely on commoditized trading to one
that is demonstrably effective, efficient and able to deliver to
the increasingly rigorous objectives being set by marketers.
It is one of the most advanced audience measurement
systems in the entire advertising industry, due to its core
output of EYES ON Impressions (EOIs), or actual noticing
of the ad, rather than mere opportunities to see the ad.
EYES ON is currently in place for traditional “Outdoor”
products, a somewhat more narrow definition than
constantly evolving and expanding platforms within the
OOH space. EYES ON data is provided on a site-by-
site basis for over 1,000 demographics in 200 DMAs
nationwide.
This paper explains why this is possible and how
advertisers and agencies can take advantage of this
revolutionary analysis.
What changed from the old system?
EYES ON changes the base unit of currency for the Outdoor
industry from Daily Effective Circulation (DECs) to EYES ON
Impressions (EOIs).
EOIs are integrated audience metrics that are generated from
several inputs, including DECs, Census Data, Travel Surveys,
Data Modeling and Analytics, and statistical conversion
factors called Visibility Adjustment Indices (VAIs). VAIs take
into account the physical attributes of a display that affect
its likelihood to be noticed (illumination, unit size and angle,
distance from the road, side of road, and road type). There are
many differences between DECs and EOIs. What is critical to
understand is that the value of Outdoor media has not changed
by shifting from DECs to EOIs. Rather, EOIs and DECs simply
measure different things. See Display I

3. 3
continued
Executive
Summary/
Who is behind EYES ON?
EYES ON was developed by the Traffic Audit Bureau for Media
Measurement Inc., or TAB, a non-profit organization that supports OOH
research initiatives such as EYES ON and also audits the circulation
of Outdoor media in the United States. The organization is governed
by a tripartite board comprised of advertisers, agencies, and media
companies with a guaranteed buyer majority. EYES ON has been
developed over the course of several years and required an enormous
collaborative effort on the part of all the constituents. It is currently in the
early stages of implementation.
Posterscope is an active member in good-standing with both the
TAB and the Outdoor Advertising Association of America (OAAA).
Posterscope strongly support the EYES ON initiative. The company has
been a long-standing public advocate and thought leader in advancing
OOH communications and is highly focused on strategic OOH planning.
In fact, the company was built upon the very premise of providing
strategic OOH programs based on a superior understanding of OOH,
consumers and the relationship between the two. As such, Posterscope
is leading the efforts to help convince all TAB members to audit all their
measured Outdoor inventory and works to develop consistent, credible
methodologies for “non-audited” and “non-measured” communications
across the increasingly complex OOH space.
What is included in EYES ON ?
The EYES ON initiative was officially launched this year and 2010 is
considered a transitional year. Part of Posterscope’s role is to ensure
that this transition runs smoothly while EYES ON expands in scope.
This inevitably means that diverse systems (planning/buying and
inventory management systems) need to run concurrently.
EYES ON Currently Includes:
• Measurement for Billboards (bulletins, posters aka 30-sheets,
8-sheets aka junior posters) & Street Furniture (transit
shelters, urban panels and phone kiosks.)
• Audience impressions and ratings for each individual panel or
display.
• Demographic audiences similar to other media (over 1,000).
• Reports commercial audiences actually noticing ads.
• Consistent reporting and detail in 200+ markets throughout
the country.
What happens next ?
TAB’s diverse membership will determine next steps in the EYES ON
roll-out. Currently, membership has identified the most pressing matters
to be incorporating Digital “Billboards” and “Transit” into EYES ON. All
information is subject to change as EYES ON evolves. See Display II
The Digital OOH screen marketplace (DOOH) is particularly diverse which
makes it complicated to provide consistent audience measurement. In
an ideal world, all Outdoor and ‘Digital Place Based’ screens would be
included in EYES ON. However, the constantly changing, fragmented and
often inconsistent DOOH marketplace makes this particularly challenging.
TAB’s decision to focus on the formats that account for the most revenue
is a sensible one. As such, Posterscope’s Prism Screen (a comprehensive
DOOH planning system) will play an important role as it essentially provides
EYES ON impressions across the DOOH space, facilitating analysis across
the scope of OOH.

4. 4
Table of
Contents/
SECTION I Background 5
SECTION II EYES ON Initiative – What is it? 6-9
SECTION III Applying EYES ON to the Planning & Buying Process 10 - 11
SECTION IV Current Snapshot / Timeline 12
SECTION V Posterscope’s Role in EYES ON 12
SECTION VI Summary 13
DISPLAY I Facts About DEC & EOI 14
DISPLAY II Current Snapshot / Timeline 15
DISPLAY III Research / Software suppliers contributing to EYES ON 15

5. 5
Section I
Background/
Over the years, there have been many false starts to credible circulation, audience measurement
and operational standards with respect to “Outdoor”. In an attempt to address the industry-wide
challenge of “striving for a share of adspend that is more commensurate with the amount of time
people spend with Outdoor media” (on average 27%), the OOH industry set about building a road
map to get Outdoor fully measured and audited. At issue was the fact that Outdoor measurement
currency—Daily Effective Circulation (DEC)—was limited in terms of usefulness. Most planners
discounted OOH DECs because they were measured inconsistently and are a gross measure of
circulation of Adults 18+. More planners look for weekly Reach/Frequency and “GRP” estimates
along with demographic information based on a display’s (or combination of displays’) ability to
deliver an audience demographic.
In 2000, the US OOH Industry determined it was critical to develop BOTH credible circulation and
impression figures by demographic group. The objective became to try to better quantify not only
how many people pass by an Outdoor display, but also the number of people who notice it. TAB,
supported by its tripartite membership, led the charge. The organization’s role evolved from that
of a circulation and audits provider to that of “leading supporter of major OOH research initiatives”
providing auditing services and information well beyond mere circulation counts. Their overall goal
was to standardize and legitimize OOH’s measurement system. Towards that end, TAB broke down
their efforts into two parts:
• Re-haul Outdoor circulation to develop more credible, consistent and relevant DEC estimates.
• Move beyond providing circulation only and transition to measures that are much more highly
valued namely, the number of people who actually see each site and demographic profile
analysis.
These efforts were accomplished over the course of eight years (2000 – 2008) and together form
the basis of the EYES ON initiative. The past two years were spent implementing EYES ON to the
work-flow. The complete EYES ON initiative was officially launched in 2010 and is now in its early
stages of implementation.

6. 6
Section II
EYES ON Initiative
What is it?/
EYES ON is the name of the new comprehensive Outdoor audience measurement system. It provides display-by-
display metrics for over 1,000 demographics in 200 DMAs nationwide. This initiative is intended to provide “real”
commercial ratings to OOH so measured Outdoor formats can be evaluated against other media. It is expected to
significantly change the way OOH is planned, bought and sold.
To produce Outdoor ratings, the EYES ON methodology uses a new base unit of currency called EYES ON
Impressions (EOIs). EOIs are integrated audience measurements that are generated from several inputs including
DECs, Census Data, Travel Surveys, Data Modeling / Analytics, and statistical conversion factors called Visibility
Adjustment Indices, or VAIs.
Ground Breaking Research/
The research approach of the EYES ON initiative is ground-breaking as it reflects a relatively new approach to
media measurement called Integrated Research. To start the process, TAB established a Technical Committee
comprised of six world-class researchers to oversee every step of the research process. See Display III Together,
the members of the Technical Committee have unparalleled expertise from agencies, media owners, research
suppliers, and advertisers. Next, because no singular research methodology or data source was sufficient on its
own to accurately measure “who” and “how many” see Outdoor advertising, TAB led the collaborative efforts of
many leading research and software companies. These efforts resulted in a prestigious Advertising Research
Foundation (ARF) award for the team’s work on the EYES ON initiative.
Getting to EYES ON/
Stage I: Re-hauling Circulation (2000 - 2004)
TAB’s first task was to determine how many people have the
opportunity to see (OTS) a particular Outdoor display. This is what
is referred to as a unit’s Daily Effective Circulation or DEC. To
accomplish this, TAB went about completing the massive project
of re-hauling the “old audit” since the old auditing methods were
somewhat limited for various reasons. Today, the re-hauled DECs
are credible, consistent, current (updated annually), and stored
in a single database. DECs today are derived from standard
definitions of market populations, traffic count stations and
illumination factors. Visit TABONLINE.COM
Pedestrian audiences were not included in the old measurement
system. Under the new EYES ON system, DECs still currently
reflect only vehicular traffic in most markets, with the exception
of seven top DMAs where DECs reflect “combined counts” of
vehicular AND pedestrian circulation: Chicago, Philadelphia, San
Francisco, Atlanta, Dallas, New York and Los Angeles. Boston
is expected to have combined counts by the end of 2010. In the
seven combined markets, ALL measured formats not located on
an interstate receive both a vehicular and a pedestrian count. As
the majority of street level displays are in the current “combined”
markets, the fact that most markets apply vehicular traffic only is
not seen as a major issue. Nevertheless, pedestrian audiences will
be applied to additional markets as EYES ON continues to roll out.

7. 7
continued
Section II
EYES ON Initiative
What is it?/
Getting to EYES ON/
Stage II: Incorporating Audience Research and VAIs (2004 - 2008)
STAGE II of the EYES ON initiative was aimed at providing robust audience
research and a notice-ability factor.
Audience Research/
Intensive audience research was also conducted in the EYES ON initiative in the
form of various travel surveys. TAB used Census and travel data from the Bureau
of Labor and Statistics. By using travel data collected in the Census, TAB ensured
that every market was represented with its own data. TAB also commissioned
original travel surveys. MRI was solicited to conduct these surveys to better
understand where people live as well as their travel habits. This provided a
method to better understand audience duplication. Finally, route planning software
was applied to model how people traveled to their destinations and back.
Visibility Research/
Visibility research was conducted to determine notice-ability of a display. Such research
was accomplished by using high quality, high definition video simulations of people as they
walked and drove by Outdoor units of varying sizes, formats, distances etc. Over 13,500
observations were collected across several markets. Visibility Adjustment Indices or VAIs
were developed as a result of these studies.
VAIs take into account specific characteristics of each Outdoor unit to derive a figure that
gauges the display’s ability to be seen. Characteristics such as size of the unit, distance
from the road, road type, side of the road, angle of the unit (parallel read or not) are
considered. In short, VAI is the ratio between the DEC and EOI audience for a particular
unit. The better the visibility of a unit, the closer the adjustment will be to 1.0.
Each unit’s VAI is applied to its DEC to produce the EOI:
DEC x VAI = EOI
At the end of this stage, the base unit of currency for the Outdoor industry transformed
from DEC (Daily Effective Circulation) to EOI (weekly EYES ON Impressions). This
represents a major shift in the way Outdoor is measured and puts Outdoor ahead in media
measurement. No other traditional media reports true commercial audiences; rather, they
still report circulation, or the opportunity to see (OTS) audience which includes people who
do not necessarily SEE the advertising.
Back to “Ground Breaking Research

8. 8
continued
Section II
EYES ON Initiative
What is it?/
Getting to EYES ON/
Stage III: Credible DEC + VAI + Audience Research = EYES ON Launch (2009 - 2010)
The combination of the first two stages (circulation, visibility and audience research) is TAB’s EYES ON measurement initiative.
EOI is a term used for the figure that will eventually replace DEC as a negotiating metric. It refers to the average number
of people who are likely to notice an ad on an Outdoor display for either 12 hours (un-illuminated – 6am to 6pm), 18 hours
(illuminated – 6am to 12am) or 24 hours. While EOIs replace DECs as the base unit of currency, it is important to remember
they measure different things. DECs still play an important role in EYES ON as they are a major component of EYES ON
Impressions, but it is critically important to understand the differences between EOI and DEC. See Display I
As a result of EYES ON, planners can analyze not just absolute costs for a campaign, but also it’s efficiency in reaching a
particularly audience.
Two units can have the same DEC, but different EOIs Source: TAB
Demographic Segments & Delivery/
Total EOIs can be reported for Persons 18+. However, advertisers often want to target specific consumers. For this reason,
demographic audience segments are also available in EYES ON. Demographics can be combined for complex targets such as
“Women 35-49 in upper income households”. EYES ON enables users to examine demographics at an individual unit level or for
a total campaign. Many media metrics are available including % Composition (the % of a unit’s total audience who are members
of the target audience) and Target Rating Points (TRPs), a measure of how many impressions reach the target audience), which
help planners analyze variable demographic delivery. Demographic delivery can vary from unit to unit, allowing users to select
panels that deliver well against a target group.
EOIs will vary depending on the OOH media format, the specific unit’s location, and the physical characteristics of the unit.
Campaigns with the same weekly circulation can have different levels of EYES ON audience delivery. This is not the case when
evaluating Outdoor units using DECs. DECs are strictly a measure of circulation, or people passing by the unit. Therefore all
units on the same road segment have the same DEC, even if one unit is larger and closer to the road than a second unit on the
same road. EOIs, on the other hand, distinguish between two units on the same road segment by taking into account each unit’s
physical characteristics. Therefore, larger, better placed units which are more likely to be seen will have higher EOIs. The chart
above illustrates this.
EYES ON also provides much improved Reach and Frequency (R&F) measures. The EYES ON Reach and Frequency model
takes into account audience duplication and dispersion of units across a market. Whereas two campaigns with the same
circulation had the same R&F under the DEC system, EYES ON R&F will differ, showing the more dispersed campaign as
having a higher Reach and lower Frequency than a more clustered campaign with the same number of impressions.

9. 9
continued
Section II
EYES ON Initiative
What is it?/
Consistent Metrics/
EYES ON can produce many metrics used in planning and buying including:
• EOIs
EYES ON Impressions: The total number of times people passing an
Outdoor display are likely to notice the ad for either 12 hours (un-illuminated),
18 hours or 24 hours. EOIs are reported in weekly increments and can be
specified as “In-Market” or inclusive of all persons who notice the display
• GRPs
Gross Rating Points: Impressions expressed as a percentage of the market
population; 1 GRP = 1% of the population
• TRPs
Target Rating Points: Target group impressions expressed as a percentage
of the market population
• Reach
% of the population who sees a message at least once in a given time period
• Frequency
The average number of times an individual sees the campaign in a given
period of time
• % Comp
The percentage of a unit’s total audience that are members of the target
audience
+
• CPM
Cost per thousand: Refers to the cost of delivering 1,000 impressions from
individuals who notice the advertising on displays in a market (Not just the
cost of delivering 1,000 opportunities-to-see advertising)
• CPP
Cost per gross rating point: The cost of advertising exposure opportunities
that equals one gross rating point in a geographically defined market or the
delivering of in-market EYES ON Impressions equal to one percent of the
population (gross)
Appreciating the difference between circulation and EOIs is
essential for EYES ON analysis. Most EOIs are about 40 – 70%
lower than a unit’s corresponding DEC. This causes confusion, as
many industry players tend to equate ‘lower’ numbers with lesser
value. EYES ON does not change the value of Outdoor media by
shifting from a DEC to EOI based currency. A display is the same
today as it was yesterday, with the same audience figures. People
are gradually adjusting to the fact that Outdoor offers more robust
metrics and EOIs measure how many people actually see a display
rather than the number of people that pass a display.

10. 10
Section III
Applying EYES ON
to the Planning & Buying Process/
EYES ON is a major shift in the way Outdoor is planned, bought and sold. Of
paramount importance is that OOH planners, buyers and sellers are looped
into the planning process from the beginning so they can fully understand
the advertising objectives. Posterscope clients understand this and utilize
the company’s skills as planners so EYES ON data can be analyzed on their
behalf.
The advertiser’s brief—outlining the campaign objectives—forms the bridge
between the planner’s RFP and the supplier’s sales proposal. It clarifies the
advertiser’s goals and helps the planner understand what the advertising
is intended to achieve (e.g., raise awareness, change attitudes, increase
sales) and who the advertising is intended to reach. With EYES ON and
the planners’ expertise of the OOH marketplace, planners can develop
recommendations and plans and guide the seller to propose the most
appropriate formats, inventory, weight levels, and rate incentives.
Applying EYES ON to the Planning & Buying Process/
Some functions within EYES ON can be used to inform strategic planning
processes demonstrating with accuracy some of the key roles than OOH can
play within media plans. This of course requires individuals to be familiar with
the principles and operation of EYES ON, something that Posterscope has
been driving both internally and externally to help the system and the medium
realize its full potential.

11. continued 11
Section III
Implementing EYES ON
to the Work Flow/
Limitations of Initial Rollout of EYES ON/
EYES ON represents a tremendous advance in OOH measurement, but
there are a few hurdles involved in its implementation to day-to-day work
flow:
Limited Scope/
• Only the most widespread Outdoor formats are audited and
included in the initial EYES ON database: BILLBOARDS
(bulletins, 30-sheet posters, and 8-sheet posters, also called
“junior posters”), and STREET FURNITURE (transit shelters,
some “urban panels”, and some “phone kiosks”).
• Many formats within the OOH space are not yet measured
making true comparisons across OOH formats difficult.
Limited Participation/
• Only member companies (also referred to as ‘operators’ or
‘vendors’) have audited products, and not all media companies
are TAB members. Of those that are, some have not submitted
all their measured Outdoor units to TAB for an audit.
Gradual Learning Process/
• Agencies and advertisers are in various stages of learning
about the initiative, understanding how to use the new currency,
developing planning expertise, processes and systems to
incorporate EYES ON data. Some OOH planners and buyers
and many operators still transact business based on DECs.
Logistical Barriers/
• TAB members can access EYES ON data via the online
Audience Delivery System (ADS), but the ADS is not a planning
tool and as such the metrics it produces are limited.
• Currently only one third-party data provider, Telmar, has
developed a planning tool that incorporates EYES ON data.
An IMS planning tool is also expected to roll-out January 2011.
Some operators and agencies find the cost to subscribe to this
tool unmanageable.
The marketplace has varying levels of understanding of OOH
communications in general. Awareness of EYES ON is pretty well defined
among the OOH industry, but somewhat scattered with respect to the
advertising community at large. Understanding what EYES ON actually
is and how to use EYES ON data is less developed, but improving. Non-
member operators are increasingly becoming TAB Members. Along with
member operators, they are slowly getting more inventory audited and
included in the EYES ON database. This situation will continue to improve
as EYES ON rolls out.

12. 12
Section IV
Current Snapshot
Timeline/
The next steps are outlined in the executive summary.
The status of EYES ON is constantly evolving with latest updates available
from Posterscope or directly from the TAB at eyesonratings.com
Section V
Posterscope’s Role
in EYES ON/
Posterscope is an active member in good-standing with both the Traffic
Audit Bureau (TAB) and the Outdoor Advertising Association of America
(OAAA). Posterscope strongly support the EYES ON initiative. The
company has been a long-standing public advocate and thought leader in
advancing OOH communications and is highly focused on strategic OOH
planning. In fact, the company was built upon the very premise of providing
strategic OOH programs based on a superior understanding of OOH,
consumers and the relationship between the two. As such, Posterscope
is leading the efforts to help convince all TAB members to audit all their
measured Outdoor inventory and works to develop consistent, credible
methodologies for “non-audited” and “non-measured” communications
across the increasingly complex OOH space.

13. 13
Section VI
Summary/
The debut of the EYES ON ratings currency is a watershed
moment for the OOH advertising industry. EYES ON ratings
will help place traditional Outdoor on an even playing
field with other traditional media forms in advertisers’ and
agencies’ planning tools. New business practices have been
established by the industry, and advertisers can expect to
get very accurate information about who is viewing their
advertisements. EYES ON is one of the most sophisticated
ratings currencies available in media today, and it should
contribute to the increased growth of OOH in 2010 and
beyond.
The fundamental shift represented in EYES ON is from a
circulation based measurement system that lacked detailed
audience demographics to one that provides both credible
circulation and robust audience research. This is essential in
a consumer driven communications world where advertisers
and their agencies must consider all the touch-points
surrounding the daily life of the consumer. What matters most
in this converging world is understanding consumer behavior,
technology and increasingly the relationship between the
two. Insight and research with respect to the consumer’s
relationship with OOH are increasingly important – and
revealing.
By providing credible metrics for traditional Outdoor
advertising, EYES ON represents a great stride towards
enabling advertisers/agencies to evaluate the impact of
their OOH spending. Of course, with such an enormously
diverse communications marketplace EYES ON does not
cover everything and it is incumbent on agencies such as
Posterscope to continue to develop complementary systems
and methodologies.
It is important for all OOH stakeholders to be proactive when
they find limitations to the EYES ON database. Putting
pressure on non-audited operators or on operators that
have not submitted all their inventory to a TAB audit will
help expedite the solution. TAB members can see what’s
audited by visiting www.eyesonratings.com and clicking
on the home page section titled “for a list of companies by
market providing EYES ON click here”. This list is updated
frequently. Posterscope’s Insight division can answer
individual questions relating to EYES ON and other data
sources. A face to face presentation to accompany this
document is also available to advertisers and agencies.

14. 14
Display I
Facts About
DEC & EOI/
Facts About DEC & EOI
DEC EOI
An accurate measure of circulation; an Opportunity An accurate measure of commercial audiences; a
Likelihood to see (noticeability) media measure.
to See media measure.
Reports the number of people passing by a display Reports the number of people seeing the advertising
in a day. during the given period (excludes individuals who
merely travel past an OOH unit)
Derived from traffic counts; adjusted for traffic direc- Derived from DECs, but are adjusted by Visibility Ad-
tion and illumination; refines gross traffic passage to justment Indices (VAIs), which take into account the
reflect the true potential audience (circulation) of an physical characteristics (e.g., size of unit, distance
OOH media unit. from road) of each unit.
EOI = DEC * VAI
Is similar to measures used by other media (e.g. TV Holds OOH measurement to a higher standard than
ratings) in that it counts people who do not see the other media in that it measures people actually see-
ad. ing OOH advertising.
Offers only one truly accurate metric (daily effective EYES ON can be used to produce many planning
circulation). metrics including: Total EOIs, GRPs (in-market
EOIs), TRPs, Reach, Frequency, % Comp, CPM and
CPP.
Is a daily unit of measurement. Are reported weekly or monthly, in total and/or for
specific geographic areas.
Are not synonymous with traffic counts. Can be added across inventory and time to report
the total audience for a campaign.
Does not factor in physical characteristics of indi- Are unique for each unit/display. Will vary depending
vidual units (e.g. size, side of road, angle, distance on the OOH format, the specific unit’s location, and
from road). All units on same road segment have the the physical characteristics of the unit (size, angle
same DEC, even if they vary in size, distance from etc.).
road, etc.
Lack demographic audience detail and audience size Are available for all major demographic audience
(relative to other media). segments (1000+ demographics) in 200+ markets.
Reports vehicular traffic only. Reports vehicular and pedestrian traffic (pedestrian
traffic available in 7 markets only YTD).
Geographic location & dispersion of displays not R&F consider board locations & duplication of audi-
taken into consideration. ence across market area.
Back to Executive Summary
Back to Section II EYES ON Initiative, What is it?

15. 15
Display II
Current Snapshot
Timeline/
Current Snapshot / Timeline
January 2010 February - May 2010 Through 2010 Through 2011 2011 - and Beyond
EYES ON Initiative EYES ON Planning ONGOING IMPLEMEN- BUILDING MEMBER- 2011 - ONGOING
released SOFTWARE RELEASED TATION SHIP & THE EYES ON • Ongoing “clean up”
• EYES ON data is avail- • Telmar’s TOPS 4 TAB • Operators are start- DATABASE issues and learning
able to all TAB members • Available to those who ing to show EOIs on • More operators’ inven- processes
• Users can access all pay their photo-sheets and tory will appear in the • “Bells & Whistles” Added
EYES ON metrics ex- • Contains all metrics incl. removing GRP showing 2011 EYES ON release
cept Reach & Frequen- R/F levels from their rate (published in January) 1) MRI/Scarborough data
cy via the online ADS • Provides function that cards. • Digital OOH may ap- 2) Integration into multi-
• Consistent, market- allows users to import • Some operators and pear, followed by Transit media planning tools.
based DEC is still a plan agencies are having inventory.
published in TAB’s DEC • Additional planning func- problems showing • An 8th “combined”
database tionality will be added in EYES ON metrics for market will be reflected
the future certain target groups (Boston)
• Posterscope teams • Some Advertisers/Agen- • Ongoing “clean-up”
have Telmar TOPS 4 cies are still evaluating issues and learning
TAB installed on desk- OOH on a DEC delivery processes
tops and company- estimates based on his-
wide training has been torical showing levels.
conducted.
Back to Executive Summary
Display III
Research / Software Providers
Involved in EYES ON/
Peoplecount Traffic engineering & pedestrian modeling
Mediamark (MRI) Research instrumentation, survey design &
implementation
Micromeasurements VAI: production of video simulations & eye-
tracking expertise.
Perception Research Services VAI: administration of eye-tracking field tests
& coding
Marketing Accountability Partnership VAI: model development & data diagnostics
Telmar Database architecture, modeling, data deliv-
ery, R/F model
Back to Section II EYES ON Initiative, What is it?

16. 16
About
Posterscope/
Founded in 1982, Posterscope Worldwide is a market leading global OOH communications agency.
Posterscope delivers the most contemporary, insight led, communication solutions that provide
maximum value with demonstrable effectiveness wherever and whenever people are out of home.
The company has grown over the years as the role for OOH has changed and becomes more
strategically important in the converging world. Today, Posterscope employs a global team of
experienced professionals and offers a full array of specialized fields all focused upon the constantly
evolving and expanding OOH space.
Posterscope combines consumer led OOH communications planning with a deep understanding of the
constantly evolving and expanding OOH space. The company’s unwavering focus on OOH provides
a better understanding of the OOH space, emerging technologies and consumer behavior of people
when out of the home allowing genuine consumer led, strategic planning across the spectrum of OOH
communications. This becomes even more powerful when combined with the buying leverage that
results from Posterscope’s scale in the marketplace.
Key Contacts/
Chris Gagen, SVP & Managing Director
TAB Executive Committee
Hallie Friedman, VP & Director of Strategic Initiatives
Kim Sauser, Director, Insight
TAB Education Committee Member