VAI experience in Latam. Application of the 'probably saw' concept for the planning of exterior advertising tools

This document describes the OutdoorScore methodology applied by Portland in Latin America, using concepts such as transport habits and VAI (visual adjustment impacts) in order to determine scores for each site audited.

VAI EXPERIENCE IN LATAM

Application of the “Probably Saw” Concept for the Planning of Exterior Advertising Tools

Antonio MirandaPortland Outdoor, Mexico

OUTDOOR LATAM

Specialized Service for the Planning of Exterior Advertisements

Public advertising represents about 8% of the total publicity investment in Latin America. About two years ago in many other markets, exterior advertising figured as the category of alternative media of publicity together with below-the-line activiti