Individual media: Outdoor, out-of-home

 

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 ...

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.

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 ...

Neil Eddleston, managing diector of JCDecaux Worldlink, takes a global look at developments in out-of-home advertising. He contrasts US and European attitudes to the medium, but sees very similar deve ...

Since 1992 Viacom Outdoor in the Netherlands has tested the time it takes for the product and brand on outdoor advertising posters to be recognised. The fieldwork was carried out by Inter/View and, la ...

Visibility Adjustment Indices (VAI) are being proposed for US outdoor audience ratings. Erwin Ephron considers this development and looks beyond simple OTS (opportunities to see), not only in the mea ...

Ian Garland describes a pilot research study conducted by Nielsen Outdoor in South Africa to measure the audience for outdoor advertising. The study involved tracking the travel of sample respondents ...

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 ...

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 ...

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 ...

Good posters are unavoidable, they find their audience 24 hours a day. However, they are only as good as the creative on them. Research shows that outdoor advertising shares numerous characteristics ...

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 ...

To unlock the US potential to grow outdoor's share of display advertising from its current 3.8% to the European average of 5 - 6% the development of national packages which are easy to buy will be req ...

The most widely used sources for measuring radio and television audiences are Arbitron and Nielsen, respectively. Both these sources report data in total and with respect to key demographically define ...

Describes a study to improve the predictive power of the poster audience model, by extending it to take account of creative content and the product advertised. The POSTAR models (described briefly) pr ...

Discusses advertising on taxi cabs: who uses it and why, the audience (75% ABC1 in London), the nature of the medium. Creativity, size and placing issues (some examples quoted). Campaigns using 1,000 ...

Surveys the current state of magazine readership research in the US. Research has moved away from being a tool for publishers to sell against each other towards addressing the key business interests o ...

Describes MASE (Magazine Advertising Sales Effectiveness), a single-source research tool for magazines commissioned from Taylor Nelson AGB by IPC Magazines. The AGB Superpanel (MediaSpan) is used as t ...

The paper presents research findings of Sesame, a survey including hundreds of advertising campaigns in the various media, designed to compare average media effectiveness - and the methodology used fo ...

This paper discusses the immediate implications of the ad track studies, with particular emphasis on readership studies, scheduling and recently the emphasis being placed on the measurement of print e ...

This paper will summarise the progress made so far in measuring the effect of magazine advertising in the AdTrack study, and will then examine the benefits a major client has received from participati ...

This report is based on a study of month-by-month brand share movements for twenty leading packaged goods brands - consisting of ten top magazine-only and ten top mixed magazine and television adverti ...

The presentation starts with a brief review of the history of our work in the area of synergy in South Africa, and leads into a discussion of why, after successfully replicating the positive results y ...

It is often assumed that television is the only medium which can convey emotions. This paper argues that print advertisements are also capable of arousing emotions. A total of twelve magazine advertis ...

Describes an experimental study to investigate the influence of clutter on magazine advertising effectiveness. Each level of response to advertising was covered. Three indices were developed to measur ...

This article introduces the author’s report for the Periodical Publishers Association on ‘How magazine advertising works’. The report is a review of existing research evidence which involved the exami ...

This article describes the methodology and objectives of POSTAR, the successor to OSCAR. The study combines three different sources of data: a travel survey of people, a modelling process for traffic ...