The Canadian experience in developing an outdoor reach and frequency model

Joanne Van der Burgt and Mary E. Falbo

This paper describes the utilization of GPS/cellular technology to record routes/distances travelled by respondents and therefore the opportunity to be exposed to outdoor advertising, providing the opportunity to build reach against various demographic target groups by outdoor advertising.

The Canadian Experience In Developing An Outdoor Reach And Frequency Model

Getting from there to here!

Mary E. Falbo COMB Canadian Outdoor Measurement BureauJoanne Van der Burgt IMS

INTRODUCTION

For years the outdoor industry in Canada has been working with a reach and frequency model that had suffered erosion in market confidence and therefore relevance with buyers since its creation in the early 1990s. Over the years, the outdoor landscape had changed significantly with consolidation reducing the number of operators by 50%, while experiencing significant growth in panel inventory by a factor of 180. Clearly,...

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