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Research Paper

This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.

Research Paper

The current authors’ research addressed the importance of a billboard’s location and visual saliency in capturing consumer attention.

Research Paper

This paper discusses the various ways in which traditional media are finding technological mechanisms to "cope with" the new media environment and improve performance.

Research Paper

This paper provides an overview of the new Eyes-On Out-of-Home (OOH) Audience Measurement System being implemented across America by The Traffic Audit Bureau for Media Measurement, Inc.

Research Paper

This paper deals with the interesting question of whether some measure of creative effect should be included as a variable for calculating the size of the audience likely to see an outdoor display.

Research Paper

The paper describes the British poster visibility system: the research on which it is based, the classification of all roadside panels by surveyors using appropriate instruments, modelling the data, and application of the results to gross audience data to arrive at estimates of reach and frequency for outdoor campaigns.

Research Paper

If the mantra is “Unseen is Unsold” then the question must be “Am I being seen?” The environment in which brands and advertising compete for the attention of consumers is more cluttered than ever before: Markets have fragmented as the number of brands and products on offer have steadily grown.

Research Paper

In 2000 a new study of outdoor advertising reach was published in the Netherlands. The Dutch Outdoor Study combines several major innovations in outdoor research techniques with new software for presenting results.