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TAB Announces Measurement Breakthrough

Time-based ratings for individual dynamic-digital ads

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The Traffic Audit Bureau (TAB), NYC, has announced that its system of audience measurement now reports on people who are noticing dynamic-digital, out-of-home ads as they pass them at various speeds throughout the day. The change, as part of a larger update of TAB’s Out of Home Ratings system (with the help of vehicular speed data supplied by INRIX®, Inc., a leading provider of traffic information and driver services), makes out-of-home advertising a time-based medium for the first time. TAB also incorporateseye-tracking studies conducted by Perception Research Services (PRS).
       Separately, TAB will also be reporting ratings for various transit formats, including bus and rail, station interiors and “mobile” billboards.
       With this expansion, spot ratings are now being reported for each ad on a dynamic-digital structure as opposed to a rating for the structure itself. Because these ads are constantly being rotated, TAB needed to determine the number of people noticing each ad, and the speed at which cars are traveling.
       Overall, TAB is now measuring more than two million ads.
 

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