The integration makes it possible for media buyers to compare outdoor “equally to other forms of media”, said Posterscope MD Chris Gagen, using traditional media metrics such as percentage reach, average frequency and target rating points, as well as comparing cost efficiencies using CPM and CPP metrics.

TAB president Joe Philport said the move “significantly extends the value of the system beyond out of home buyers and into the general planning community”.

“Detailed information and summary information are now combined into a single system that will be essential for considering outdoor in multimedia planning,” said Philport.

TAB’s Eyes-On system combines traffic counts with surveys of drivers and pedestrians about their journeys and what ads they saw on the way to estimate the number of people who notice an ad, rather than just counting the number of people who pass by it.