Can we measure how many people see poster campaigns?

Outdoor adspend accounted for some 5% of total spending on mass media in 2006, but while it has considerable potential, it is also one of the least well-researched media, and presents considerable problems in effectively estimating poster audiences.

Can we measure how many people see poster campaigns?

Andrew GreenZenithOptimedia

BACKGROUND

Advertisers spent $23.8 billion on outdoor worldwide in 2006, representing 5.6% of total spending on mass media.1 It is one of the least well-researched media, with many countries having next to no comprehensive estimates of poster audiences.

Even where audience data have been produced, media planners have been sceptical of the large numbers generated. It used to be a rule of thumb in the UK market, for example, that 1,000 large roadside panels would reach 85% of an audience an average of 25 times. In...

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