Can we measure how many people see poster campaigns?

Andrew Green

Outdoor adspend accounted for some 5% of total spending on mass media in 2006, but while it has considerable potential, it is also one of the least well-researched media, and presents considerable problems in effectively estimating poster audiences.

Can we measure how many people see poster campaigns?

Andrew GreenZenithOptimedia

BACKGROUND

Advertisers spent $23.8 billion on outdoor worldwide in 2006, representing 5.6% of total spending on mass media.1It is one of the least well-researched media, with...

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