OutdoorAdTrak is the only third-party service dedicated to the selection and auditing of all forms of Out-of-Home media. Utilizing the Carroll Network located in 94 North American DMA’s, and on behalf of advertisers, agencies, and media buying services, the OutdoorAdTrak service has protected the Out-of-Home media investment for a large group of blue chip brands and products since 1993.

OutdoorAdTrak Pre-Rides™
Carroll Media Field Professionals conduct Outdoor Advertising pre-rides by securing the lists and maps of the charted programs from the agency or advertiser and evaluates the locations independently – without the sales influence of the vendor. Locations are rated using CMS’ Outdoor Advertising Ratings System (OARS), and each unit is described in detail regarding coverage, demographics, and ultimately either recommended or turned down. Photographs and comments on competitive products displayed at the time of the pre-ride can also be provided at the advertiser’s request. A detailed report is emailed to our clients within 24 hours of completing the pre-ride with change recommendations and maintenance items. The complete OutdoorAdTrak pre-ride report with photo documentation is then posted on the Carroll Media Secured Server for viewing or downloading by our clients.

OutdoorAdTrak Post-Buy Audits™
Post-buy audits are conducted unannounced once the Outdoor Advertising buy is active. Each illuminated program is audited in the evening for illumination verification, along with a complete checklist of other factors such as on-time posting, blockage, condition of copy, etc. Photographs are taken to document all problems or simply to report Outdoor Advertising proof-of-performance. An OutdoorAdTrak Report Form is submitted within 24 hours directly from the field via email regarding all notable problems encountered in the Outdoor Advertising audit; and then upon completion, the final report summary is emailed and posted on the Carroll Media Secured Server.

OutdoorAdTrak Posting Analysis™
As a certified licensee of TAB’s Eyes On Ratings, CMS has developed a proprietary program that takes Eyes On and combines the OOH plan/buy with our formal audit results to deliver a performance rating for the Out-of-Home media buy – similar to what advertisers get with TV and other media. In our 19 year history of auditing most forms of OOH media, CMS has cataloged a baseline of compliance for the vendors filtered by media type and market. This “Report Card” information is also a value added service provided to our clients in the planning stage as well as with the final OutdoorAdTrak Posting Analysis report. With our actual Eyes On delivery report and compliance grade comparisons to historical audits, our clients receive actionable metrics and real performance ROI data.