As often quoted in all of the advertising industry pubs, Internet banner advertising and paid search campaigns are increasingly taking larger portions of advertising budgets, and there’s good reason for it. First, we know that the number of Americans using the Internet increases every quarter. And, we know that we can track how many people view our advertisement, how many people clicked on it and how long they stayed on our site as a result. This is incredibly powerful information – information that we cannot necessarily get from traditional advertising.

So with budgets being pulled away from such mediums as TV and out-of-home, those industries are working harder to show accuracy in their audience measurements. Most recently, the Traffic Audit Bureau (TAB), the US out-of-home media auditing organization, announced their “Eyes On” Project that will replace the age-old method of relying solely on traffic counts to guesstimate the number of potential viewers of a particular billboard location, without providing any real demographic type of information. Eyes On will allow us to more accurately place out-of-home advertising in front of the appropriate target audiences.

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