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 purpose of this paper is to confirm, through a qualitative study, that ad serving counting tools at different points in the delivery chain are capable of measurement (and third party certification) to a common standard.
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 describes the deployment of the service in Chicago, and summarises the key elements of the research. In addition, it elaborates on the participative process used with media owners, agencies, advertisers and industry bodies and the importance of that process in creating a 'Gold Standard' currency.