The Role of Location and Visual Saliency in Capturing Attention to Outdoor Advertising: How Location Attributes Increase the Likelihood for a Driver to Notice a Billboard Ad
Rick T. Wilson
Texas State University
Jeff Casper
Traffic Audit Bureau for Media Measurement, Inc.
MANAGEMENT SLANT
- Applying visibility adjustments to billboard circulation brings into play each billboard’s location attributes, creating the opportunity to more accurately measure real audience exposure.
- The physical attributes of out-of-home structures and their relative position to the driver significantly impact the likelihood that an advertisement on the unit will be noticed.
- Dwell time also has a significant impact...