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 'noticeability' is the best candidate. They argue not just that Outdoor is unique, but that with VAI, it is ahead of the curve in audience measurement and other media will have to soon follow.
The intent of this paper is to merely provide the perspective of one individual in the advertising industry. One rationale regarding the benefits derived from peoplemeters and the highlighting of a critical dimension of information that has been over-shadowed by the movement to peoplemeters. Ultimately, the commercial value of television is based on the ability of televised advertising to reach and impact the consumers of the advertiser's brand(s). In practically all markets where peoplemeters exist, their primary role is to identify and estimate the value of commercial time. All other applications are secondary to this critical need. But the true value of television for any advertiser's brand is not fully identified within the limited age/sex demographics in which audiences are currently reported. Therefore, this paper is a call to action for research suppliers and the media to shift focus and examine methods for expanding audience definitions to include measures most meaningful to advertiser.
This paper examines advertiser and agency perspectives on single source data. The authors present a method of evaluating different single source systems based on the informational need for which each service was designed to address. The "focal point" of each system impacts its design and therefore the quality of each data element reported. While both parties share many of the same informational needs (i.e., targeting, media selection), it is likely that the "focal point" of their primary systems would differ. Mr. Godbeer points out that his primary interest as an advertiser is accountability'the ability to quantify the sales impact of advertising, consumer and trade promotion. Mr. Philport maintains that the quality of media measurement in single source systems varies by the system's primary purpose. Advertising agencies are most interested in systems with high quality media measurement. Therefore, Young & Rubicam has launched an extensive investigation into the quality and utility of one such media-focused single source system; ScanAmerica. Conclusions from this stage of Y&R's investigation reveal that it is possible to achieve accurate media measurement within a single source panel, and that single source data provide a reliable and different perspective of the value of television vehicles when compared with demographic targets Mr. Godbeer, working with a different set of informational priorities, mentions that it is unlikely that advertisers will support a purely media-focused single source service and that media data, while necessary, will be added-value. He also notes that an ideal single source system would not merely report television viewing behavior, but exposure to all media. Both authors conclude that communication between all interested parties is necessary so that new products are developed to meet the needs of advertisers, agencies and the media