Telmar First to Add Eyes-On Data to Planning Tools

In the US, ad media software and services specialist Telmar is the first firm to integrate Eyes-On Data from the Traffic Audit Bureau (TAB) into its suite of media planning tools.

Founded in 1968, Telmar offers software for survey analysis, data integration, media planning and optimization. This enables users to collect, store and manage media research and other survey data and databases.

Eyes-On was launched last summer and replaced traffic counts as the key measure for outdoor advertising. The system combines auto and pedestrian traffic counts with route destination surveys and in-person interviews, to pin down numbers who are likely to see an advertiser's message.

Telmar says that by integrating Eyes-On Data with its own systems, clients can use traditional media metrics such as percentage reach, average frequency, and TRPS, and compare cost efficiencies using the CPMs and CPPs industry-standard measurements for Out-of-Home ads.

'Telmar is the first to apply science to the TAB's site level data and adapt it into a media-planning system that is fully compatible with all other media platforms,' states Stanley Federman, CEO, Telmar. 'Before the Eyes-On metrics, Outdoor as a category struggled with measurement; now it is a level playing field.'

Web sites: www.telmar.com , www.tabonline.com and www.eyesonratings.com .