Subject Index
 

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 ...

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 ...

This study compares the effectiveness of internet advertisements (pop-ups), print advertisements (posters) and radio advertisements for an airline ticket and for a weekend stay at a hotel. The adverti ...

This paper deals with the interesting question of whether some measure of creative effect should be included as a variable for calculating the size of the audience likely to see an outdoor display. Th ...

The paper describes an analysis of outdoor creatives and its effect on aided recall of the outdoor campaign. We have analysed 116 outdoor campaigns. For each of the campaigns the following data were a ...

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 ...

David McEvoy, marketing director at JCDecaux, explains that though outdoor media languished in the ‘60s and ‘70s it has now doubled its share, which now stands at 10% UK display advertising. He advoc ...

Much of the academic research of outdoor advertising recall predates the industry's many technological advances. This study updates past research and adds to our understanding of how new technology su ...

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 ...

Outdoor advertising remains strong in the US (2004), but there is a change away from billboards (increasingly restricted by architectural committees) towards new forms of mobile advertising. This has ...

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 paper reviews an analysis done on a billboard and radio advertising campaign in the fast moving consumer goods industry. The analysis uses multivariate regression to quantify the Return On Invest ...

Despite the longstanding regulatory debate over outdoor advertising, only a limited number of academic studies have explored why firms use the medium. To give insight on several issues pertaining to t ...

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 ...

This article traces the history of the web from 1995 to the present time and makes predictions about its future. It describes the early boom years and concludes that the subsequent crash was really a ...

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 ...

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 ...

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 ...

Describes a review of 282 outdoor advertising campaigns between 1978 and 1991, using recall scores as the key measure of effectiveness. Previous studies reviewed. Results: considerable variation in re ...

Describes a study to identify and quantify various factors that influence the recall of outdoor advertising. Previous US evidence summarised. Variables included location, position, colour, number of w ...