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Reach, Medienreichweite, Cobertura or Couverture? A view of OOH methodologies across countries
Daniel Cuende, ESOMAR, WM3, Berlin, October 2010
New winds are blowing with the sound of bits and chips, making irreversible and deep changes in the media, from content to audience measurement.
New winds are blowing with the sound of bits and chips, making irreversible and deep changes in the media, from content to audience measurement. Until this point, most audience measurement systems have not kept pace with such changes. However, Out of Home is another story. “Digital” is contributing to make Outdoor into something stronger, flexible and fast (soon even cheaper). It helps plan in timeframes, dayparts, local content. New audience measurements provide accurate information for users/advertisers/buyers in OoH even in this new digital stage.
Reach/Frequency and Optimization Challenges as Traditional Media Go Digital: A solution from out-of-home
Tony Jarvis and Pete Walsh, ESOMAR, WM3, Berlin, October 2010
The ‘long tail’ of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models.
The ‘long tail’ of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. Current reach/frequency and optimization models generally work from the ‘bottom up’, as individual media units are selected and combined one at a time. This presentation describes a ‘top down’ solution for Out-of-home and its broader implications for increasingly fragmented media, notably digital and on-line, whose currencies are produced by the integration of diverse data sets.
YOU ARE IN THE WARC INDEX:
Digital outdoor and out-of-home
Computer and online gaming
Digital advertising and media research
Digital and internet trends
Digital and online radio
Digital consumer targeting
Digital media measurement
Digital media planning and buying
Email, permission marketing
Integrating digital with other media
Online and digital newspapers
Search marketing and SEO
Viral campaigns, word of mouth
Web analytics, traffic
Web content, navigation and design
Web display ads and rich media
Effectiveness in media
Digital media effectiveness
Outdoor and out-of-home planning and buying
Outdoor and out-of-home research
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