Applying Professional Surveying Method to Outdoor Visibility

Derek Bloom
RMMC, United Kingdom

INTRODUCTION

It has long been a complaint that Opportunity To See, the accepted term for contact with advertising in other media, was inadequate if it was defined simply as presence in the street. Visibility is the 'raison d'etre' of the outdoor medium. A thousand passers-by who can see the panel are an audience; a thousand who cannot see the panel are a lost opportunity. In Britain, visibility has always been an important consideration. The irregular pattern of many city streets, with sudden changes in width or direction, can extend or obstruct sight lines. Partly in consequence, 'line-by-line' selection has long been important in building campaigns and poster specialists have developed their businesses partly on their detailed knowledge of the poster stock.