NEW YORK Jan. 19, 2011
Telmar announces the complete integration of the Traffic Audit Bureau’s (TAB) Eyes-On Data into its suite of media planning services. Telmar’s integration of Eyes-On data allows advertisers, planners, and buyers the opportunity to fully realize the impact of outdoor advertising. With this additional level of integration available, Telmar now has the only system that allows media planners to refine a general plan and evaluate the pluses and minuses of specific units or schedules.
Using the Eyes-On Data in Telmar systems, buying services like Posterscope USA can use traditional media metrics such as % reach, average frequency, TRPS, and compare cost efficiencies using CPMs and CPPs. These industry-standard measurements for out of home facilitate bringing outdoor easily into the media mix, with common denominators to other forms of media.
Posterscope, a market leader in out of home media buying , was the first media buying agency to utilize site level planning and has been testing market level analysis during the beta period. Posterscope will be using the Telmar system to develop plans for its esteemed client base including such notable advertisers as Coca-Cola, among others.
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