The half-pregnant currency

Date of publication: June 14, 2004

Abstract:

The paper describes an alternative, non-reach/frequency currency that can be utilized by the outdoor media industry for the purpose of buying outdoor advertising. The non-reach/frequency currency described is an Outdoor Advertising Audit, providing quality control for outdoor advertising operators and a proof-of-performance basis for billing for media agencies and advertisers. The paper discusses the implications for markets as-yet uncommitted to a reach/frequency currency and describes the potential for a temporary 'stop-gap' currency for these markets.

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