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...
Global guidelines for outdoor audience measurement
Measurement of audiences for outdoor media is proceeding apace in Europe and North America. This article reviews current practice in the Netherlands, Canada, France, Italy, Switzerland and the USA and argues for a global blueprint to work towards a common currency particularly for contact definition (VAIs rather than OTS).
