Resources Library by ANA

Something is moving in OOH audiences

This paper describes the work and development in obtaining audience measurements of bus advertising in Spain during the past two years. The results are based on the actual measurement system for OOH, called Geomex, actually used for all media...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Author: Daniel Cuende

Company: Cuende Infometrics

June 20, 2005

Measurement of OOH audiences

This paper provides a contribution to the process of generating databases as applied to outdoor measurement in the situation where budget restrictions disallow the use of GPS systems.The authors review adjustments made, within traditional criteria,...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Alberto Arnaldo, Alberto Rawe, Jorge Funes Bertoli

Company: IBOPE Inteligencia

June 20, 2005

The impact of online behavioural patterns on measuring campaign performance

The study attempts to provide an insight into a range of research methods commonly used for campaign performance measurement. The paper underlines the problems inherent to the control - exposed methodology, however, the findings are equally...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Author: Maciej Milewski

June 20, 2005

E pluribus unum

This paper describes the efforts undertaken by Nielsen Outdoor to create an audience measurement system, based on GPS (Global Positioning Satellite) technology, capable of meeting the commercial and research needs of the U.S. outdoor industry. It...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Pete Doe, Ian Garland

Company: Nielsen

June 20, 2005

A cost-effective way for testing outdoor creatives

The paper describes an analysis of outdoor creatives and its effect on aided recall of the outdoor campaign. We have analyzed 116 outdoor campaigns.For each of the campaigns, the following data were available: a photo of the poster, number of sites,...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Author: Andraz Zorko

June 20, 2005

Advertising integration study

The emergence of search marketing in recent years has not only yielded another channel for online advertising, but also another means of measuring users' engagement with a brand.This case study examines the particular interaction between display...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Author: Taylor Schreiner

Company: Yahoo!

June 20, 2005

The creative heresy in audience measurement

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. The authors believe it should be included, and that...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Erwin Ephron, Joseph C. Philport

June 20, 2005

From server to panel

The authors recently analyzed ad campaign reach and frequency metrics derived from calibrated exposure frequency integration of DoubleClick ad serving data with Nielsen/NetRatings consumer panel data.The purpose of the analysis was to determine the...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Craig T. Gugel, Kathryn Koegel, Rick E. Bruner

June 20, 2005

Are Latin America's children becoming globalized?

Latin American children have certain common traits, some rooted in their shared culture, others based on increasingly globalized industry proposals. The myriad of identical stimuli (from television programs to toys) in addition to important...

Catalogue: Latin America 2005

Author: Mónica La Madrid

June 15, 2005