Derek Bloom, ESOMAR, Online and Outdoor Conference, Geneva, June 2004
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.
Vanessa Oshima, ESOMAR, Asia Pacific Conference, Shanghai, March 2004
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.
Marcel van der Kooi, Peter Klopprogge and Lex van Meurs, ESOMAR, Online and OOH Audience Measurement, LA, June 2003
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.