The half-pregnant currency. The outdoor advertising audit, and follow-up steps in the Polish market

Chris Modzelewski

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 Half-Pregnant Currency

The Outdoor Advertising Audit, and Follow-up Steps in the Polish Market

Chris Modzelewski Chief Executive Officer, Emerging Analysis Corporation, United States

SHIFTING WATERS ARE DIFFICULT TO STAND ON – THE CHALLENGES OF AN IMMATURE MARKET ENVIRONMENT

While there is no question that debate is a good thing, the outdoor advertising industry has certainly seen a lot of it in recent years. On the one hand, are travel surveys and traffic audits that promise a reasonably well understood framework and good best practices to be drawn from many markets around the world. But on the other hand,...

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