MediaPost: The old audience measurement debate continues around: “What is an OOH impression?”
“Eyes-on” (or VAC) as a currency description, was dropped by TAB/Geopath in favor of “impressions” as a result of misguided pressure from the Out-of-Home Advertising Association of America (OAAA). Other major media are probably still cheering that giant step backwards decision. Essentially, it immediately devalued OOH currency. […]
Thu, Oct 17, 2019 at 5:42 PM