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Kinetic to Insist on New Out-of-Home Measure
In the US, out-of-home media buying giant Kinetic - a part of WPP - has announced it will no longer deal with suppliers who don't subscribe to the industry's 'Eyes On' measurement system.
Eyes On combines auto and pedestrian traffic counts with route destination surveys and in-person interviews to arrive at an estimate of numbers who are likely to actually see an advertiser's message, replacing the more basic estimates of passing eyeballs given by earlier methods and sometimes known as DEC (daily effective circulation).
John Connolly, COO of Kinetic Americas, said in a company statement that the change would be effective from January, adding that 'nearly 400,000 units (including bulletins, posters, and other street furniture) are currently measured.' Kinetic acknowledges that those excluded will mostly be smaller media suppliers who have so far declined to adopt Eyes On.
CEO David Payne stresses that Eyes On is preferred also for the rich demographic data it provides, helping to integrate O-o-H planning with buying for TV, radio, print and the web.
Thanks to www.mediapost.com for some of the above.
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