Applying professional surveying method to outdoor visibility

Derek Bloom

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, and application of the results to gross audience data to arrive at estimates of reach and frequency for outdoor campaigns.

Applying Professional Surveying Method to Outdoor Visibility

Derek BloomRMMC, 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,...

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