• by Joe Mandese  @mp_joemandese, November 21, 2011

Editor’s Note: A Kinetic spokesperson clarified that the agency will not actually exclude out-of-home vendors that do not adhere to the industry’s “Eyes On” audience methodology, and would continue to buy space from smaller vendors that use the industry’s old “daily effective circulation,” or DEC method, but would “heavily scrutinize” and “discount” those deals. A separate clarification has been published.

In a move that could drop thousands of smaller out-of-home media suppliers from its 2012 media plans, Kinetic, the largest buyer of out-of-home media in the world, says it will no longer place buys with suppliers who don’t utilize the industry’s new “Eyes On” measurement system. Kinetic, which is a unit of WPP Group, and controls nearly 20 cents of every dollar spent on out-of-home media in the U.S., said it will become an exclusive Eyes On compliant agency effective in January.

“As an agency, Kinetic will not accept DEC from vendors who have declined to be measured under the new system,” said John Connolly, COO, Kinetic Americas, in a statement released by the agency. By DEC, Connolly was referring to the impressions-based “daily effective circulation” method that the out-of-home industry used before adopting Eyes On, which also factors whether consumers are likely to be exposed to out-of-home ads.

“Unlike measurement in other broadcast forms of media, Eyes On measures actual impacts, or those who actually see the advertising, and provides demographic details,” Kinetic said in its statement, adding that “nearly 400,000 units (including bulletins, posters, and other street furniture) are currently measured.”

The agency, however, noted that some out-of-home media suppliers -- especially smaller vendors -- have yet to convert to Eyes On due to “added expenses” associated with it. Those suppliers, Kinetic said, will no longer be eligible for its clients’ advertising budgets.

Because it raises the bar from “opportunity to see” to a likelihood to see, Eyes On generally is considered the most accountable audience measurement methodology used by any major medium.

“The system provides rich demographic data that facilitates out-of-home planning in comparison and conjunction with TV, radio, print, and the web,” added Kinetic Americas CEO David Payne.