Eyes on Impressions (EOI) is a metric derived from Geopath (formerly TAB Audit Bureau or TAB) to provide a more accurate account of how many people look at an outdoor advertisement. Displayed as a weekly metric in hundreds of thousands. Also known as out-of-home (OOH) impressions or more simply OOH impressions. For example, eyes on impression or EOI of 456,780 means 456,780 people look at a particular billboard in a given week.
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