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.

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 ...