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. This paper describes the research technique, planning software and the results of the study. The study will also be compared to other European studies of outdoor advertising. Consideration is given to the possibility of applying the research design of our study to outdoor advertising research in other countries.
This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present ways to work within the paradigm of traditional research, but through analysis, help make print a more actionable and more precisely controlled medium in a channel planning age.
This paper provides a new way to approach the building of systems to help channel planning. By channel planning, the authors mean the combination of media options that are used to satisfy a communication task. This combination should reflect not just the 'silo' properties of each channel, but a plan that has a view on the holistic effects and benefits of combinations. The PointLogic approach steers a highly innovative course between the need for a process-based structured approach to channel planning, and the overwhelmingly important requirement to have a sensitive creative approach that can sit comfortably with the excellent and creative work of communication planners. The case presented in this paper was built in close co-operation with the Rijksvoorlichtingsdienst (RVD).