global guidelines for outdoor audience measurement
Recent audience measurement initiatives drive the need for global guidelines and a common currency
There has been a great deal of press coverage and discussion within the outdoor industry, and among advertisers and their agencies regarding reliable audience measurement data. The reason is simple: advertisers and their agencies need comparable, accurate media information to make informed decisions when comparing the merits of outdoor to other media.
As revealed in a wideranging array of presentations reviewing measurement methodologies and techniques from Europe and North America...