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Election-related political advertising helped propel U.S. out-of-home revenue to $6.7bn during 2012, a 4.2 percent increase on the previous year, according to the Outdoor Advertising Association of America (OAAA).

The new opportunities presented by digital out-of-home are also widely believed to have contributed to the steady rise of outdoor revenue, which has now been growing for 11 consecutive quarters.

As well as political organisations, retailers – whose spend grew by a double-digit percentage –along with media and entertainment firms and mobile phone operators were among the most enthusiastic users of the medium.

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Out-of-home advertising on U.S. public transport networks should be boosted by the adoption of a national standard for audience measurement, as Barnaby Page reports.

A study conducted by Canadian audience research firm Peoplecount for the Transportation Research Board, a U.S. nonprofit body, found that advertising agencies want better metrics and more precise targeting for their campaigns. It covered ads inside and outside buses and trains as well as at stations, and provided a raft of recommendations for a national metrics scheme.

And now the Traffic Audit Bureau (TAB) has been appointed to co-ordinate such a scheme. It will be based on the Out of Home Ratings system from TAB, previously known as Eyes On, which measures not only the number of people potentially exposed to each advertising site, but also the probability that they will actually notice an ad – determined by applying a Visibility Adjustment Index (VAI) calculated from eye-tracking tests.

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