Individual media: Outdoor, out-of-home

 

This article discusses near-purchase media, point-of-sale and ambient media positioned close to point-of-sale, such as trucks carrying 48-sheet posters (Mobile Media) and advertising on cash machines ...

This article reviews current developments in ambient media. The competitive environment has multiplied and technology is rising fast (RFID, the integration of Bluetooth and infrared technology). In th ...

Outdoor advertising currently takes only a small percentage of adspend in the US, but is also one of the fastest-growing advertising sectors. This trend has resulted from the benefits of the digital r ...

Steve Cox, CBS Outdoor, describes a survey designed to determine the effect of 'dwell time' (the time spent consuming advertising) on recall and involvement of posters. This is particularly relevant t ...

Kolja Wehleit discusses the success of out-of-home advertising in Switzerland. Some 15% of ad expenditure is on outdoor media in the country (compared with 9% for the rest of Europe), and its share is ...

Chris O'Donnell, managing director of Destination Media Group at Kinetic, puts the case for 'destination advertising'. As people spend more and more time out of home (in malls, supermarkets, entertai ...

Daniele Cardillo, head of Research and Insights at APN Outdoor, reports the findings of a recent consumer study - O-Zone Insights - investigating how outdoor advertising works in Australia. She challe ...

In his regular report from Madison Avenue, Joe Mandese explains the resurgence of interest in outdoor media - in the context of the growing trend of consumers being able to 'avoid' advertising on TV.

This paper describes how to integrate audience measurement and site visibility as the main research approaches in outdoor advertising research in a single concept. Details are portrayed on how GPS is ...

In this ‘Best Practice’ article, Roderick White explains how this developing medium is being used. With the usual profusion of references the article briefly covers the characteristics of outdoor, cur ...

This paper reports on the emergence of a new US mass medium in enclosed shopping malls. The substantial reach and national coverage of enclosed malls is empirically demonstrated in support of this mas ...

Advertising in shopping malls offers an unparalleled opportunity to communicate to consumers when they are close to point of purchase and perhaps more receptive to the message. However, two principal ...

The paper describes the British poster visibility system: the research on which it is based, the classification of all roadside panels by surveyors using appropriate instruments, modelling the data, a ...

This document describes the OutdoorScore methodology applied by Portland in Latin America, using concepts such as transport habits and VAI (visual adjustment impacts) in order to determine scores for ...

This paper focuses on the Reach and Frequency modelling of poster campaigns and the issue involved in making media mix evaluations.

This paper provides an introduction to prior research on the use of GPS for measuring audiences to out-of-home media. It also describes the methodology and early learnings obtained by Nielsen Outdoor ...

This paper focuses on the ways the best practices of traffic and media research have converged in an Out-of-Home ratings service, emphasizing what is new - and what remains the same - about audience m ...

The paper describes an alternative, non-reach/frequency currency that can be utilized by the outdoor media industry for the purpose of buying outdoor advertising. The non-reach/frequency currency desc ...

Studies over the years have attempted to document the relationship between consumers and ambient media. An array of research methods has been brought to the task: from focus groups to questions in syn ...

Global advancements in passive electronic audience measurement of Out-of-Home/Outdoor media look promising and are a great improvement over the old-fashioned travelog/diary or mere traffic counts appr ...

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 op ...

This article uses a poster commuter travel study carried out in 1952 as a benchmark for a repeat survey which was conducted in 2002 in the Nottingham area. Comparisons are made between the two studies ...

One of a number of expert reviews of the US media scene produced in March 2003, and looking at 2003/4. This one looks at outdoor advertising in the USA with particular reference to new research inform ...

Robert Thurner draws on two sources for this article on European outdoor advertising. The first is based on a Henley Centre study which covers the perception of outdoor advertising in five European co ...

In this article, focusing on creativity within the outdoor industry, the author believes that the medium is increasing in popularity due to its effective creative treatments. It is also due to conso ...

The author makes a plea to national and regional advertisers to add the outdoor medium to their schedules in order to provide a mixed media schedule. He asserts that there is over saturation of in- ...

Can a short exposure medium last the pace in a response campaign? The authors reveal the results of the first ever research into this issue. Direct response on outdoor means there has to be a visibl ...

During the 1990s outdoor doubled its share of UK display advertising from 4% to 8%. Some factors behind this growth were unplanned but much was due to marketing, selling and investment. Does outdoor ...

The outdoor industry has been going through a purple patch recently with a significant number of advertisers switching budgets away from television. Nowadays the average adult spends the same time ou ...

Outdoor is the oldest broadcast medium. So why is outdoor so hot? Consolidation among outdoor contractors has created a forum and impetus to manage change and drive the medium forward. Outdoor has ...