Aiming At Moving Targets
Reach and frequency measurement of public transport advertising
Michael Drabczynski DMD MediaMarketingBeratung
INTRODUCTION
In Germany the media performance of outdoor advertising is measured by an instrument called ...
Aiming at moving targets
The paper describes the work that has been carried out to develop a method to determine the reach and frequency of public transport advertising and to support a modelling approach to calculate the media performance for specific campaigns and their respective booking share according to the standards of media planning processes in agencies.
