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The half-pregnant currency

Date of publication: June 14, 2004

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Chris Modzelewski

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.

Chris Modzelewski

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Modzelewski, C. (2004a, June 14). The half-pregnant currency. ANA - ESOMAR. Retrieved July 06, 2025, from


https://ana.esomar.org/documents/leveraging-and-empowering-cambodia-s-other-half-8880