Towards a new definition of OTS: measuring contact values and interactions objectively
Zysla BelliatCarge of Studies and Research, OMD-France
Hugues ChavenonExecutive Research, CESP, France
Bernard Coutrot and Guillaume PichoffSimaris SA, France
PREFACE
Audience and measurement of large-scale media are defined in relation to advertising objectives. The cornerstone of Outdoor Media is panel contact. With the development of GPS, data collection on panel coordinates and individual routes will have a huge impact on precision.
It is time to redefine OTS using objective panel-visibility values. The present approach could become the gold standard for Outdoor Media measurement...