Reach/Frequency and Optimization Challenges as Traditional Media Go Digital: A solution from out-of-home
Tony Jarvis and Pete Walsh
Out-of-home (OOH) audience measurement, as recommended by the ESOMAR Global Guidelines on Out-of-Home Audience Measurement released in 2009, is based on multiple data sources. The need to integrate different surveys and summary data sources poses unique challenges for the design and management of release databases and especially for reach/frequency and optimization (RFO) models. Outdoor vendors, media agencies, and Joint Industry Committees worldwide are looking for best practices and new models to more fully leverage the potential of OOH and...