Subject Index
 

This article (translated from the Japanese for WARC) discusses the major trends in Japan's transport and out of home advertising market during 2007 and early 2008. It discusses expenditures and revenu ...

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 ...

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 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 ...

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 ...

It is well known that traditional advertising media are losing their ability to transmit information and influence the selected target audience. Therefore, their effectiveness is diminishing. Using da ...

Commentators review the current status of various media in the United States. 1) Consumer magazines: succeeding by engaging with the ‘I-culture’ and getting closer to the individual desires of their r ...

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 ...

Kolja Wehleit, consultant for several European media agencies, outlines the cultural and practical challenges facing advertisers wanting to use outdoor media in the People’s Republic of China. He see ...

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 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 ...

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 ...