Subject Index
 

This paper provides an overview of the new Eyes-On Out-of-Home (OOH) Audience Measurement System being implemented across America by The Traffic Audit Bureau for Media Measurement, Inc. It describes t ...

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 pane ...

IBOPE AGB Mexico began implementation of an Outdoor Audience measurement system to measure the Outdoor Audience in Mexico City, Guadalajara and Monterrey, an area including 28 million individuals (mor ...

Outdoor adspend accounted for some 5% of total spending on mass media in 2006, but while it has considerable potential, it is also one of the least well-researched media, and presents considerable pro ...

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 ...

Building on the theory suggested by Erwin Ephron in Admap (March 2006), Steve Cox, from Viacom Outdoor - the company responsible for marketing advertising space on the London Underground - discusses ...

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 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 ...

This paper describes the work and development in obtaining audience measurements of bus advertising in Spain during the past two years. The results are based on the actual measurement system for OOH, ...

This paper provides a contribution to the process of generating databases as applied to outdoor measurement in the situation where budget restrictions disallow the use of GPS systems. The authors revi ...

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 ...

This paper describes the efforts undertaken by Nielsen Outdoor to create an audience measurement system, based on GPS (Global Positioning Satellite) technology, capable of meeting the commercial and r ...

The Audiposter project – the new Italian currency for outdoor – focused on the use of advanced portable GPS-based meters, which probably makes Audiposter the first large-scale survey of its kind being ...

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 ...

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 ...

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 ...

Measurement of audiences for outdoor media is proceeding apace in Europe and North America. This article reviews current practice in the Netherlands, Canada, France, Italy, Switzerland and the USA an ...

This paper describes the survey designed by Eurisko to measure the reach and the frequency of outdoor advertising in 36 Italian towns and their surrounding areas over a 14-day period. Following the ex ...