Looking for Numbers
Making Odds of the Audiences for Ambient Out-of-home Communication Venues
Cynthia EvansMediaLab div. Mediaedge:cia, United States
WHAT WE KNOW NOW
Outdoor advertising is a $5.5 billion dollar industry and is considered to be a creative and efficient form of advertising. Yet outdoor advertising could be falling short of its financial potential because it lacks an accepted source of audience measurement. It's hard to compete with other media if you don't have an accepted currency of ratings and reach.
There are a number of challenges. There is a huge inventory of traditional formats and, increasingly electronic, alternatives....