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Research papers

Modelling and prospects for audience measurement of outdoor advertising using GPS devices

The paper describes how to integrate audience measurement and site visibility as the main research approaches in outdoor advertising research in a single concept.Details are portrayed on how GPS is used on a large scale in Switzerland for mobility...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Martial Pasquier, Felix Mende
June 20, 2005
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Citation

Pasquier and Mende (2005a, June 20). Modelling and prospects for audience measurement of outdoor advertising using GPS devices. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/modelling-and-prospects-for-audience-measurement-of-outdoor-advertising-using-gps-devices


Research papers

How many of your users are actually unique?

Currently used techniques of unique user measurement are seriously flawed. This paper introduces a novel method for estimating the number of unique users in site-centric cookie-based systems.The authors believe this method may have great practical...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Magdalena Urbaska, Tomasz Fryderyk Urbanski
June 20, 2005
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Citation

Urbaska and Urbanski (2005a, June 20). How many of your users are actually unique?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/how-many-of-your-users-are-actually-unique-


Research papers

Reducing ad serving discrepancies

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.

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Author: Andy Flint
June 20, 2005
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Citation

Flint, A. (2005a, June 20). Reducing ad serving discrepancies. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/reducing-ad-serving-discrepancies


Research papers

Changing the Internet audience measurement standard

This paper describes a completely new way of measuring Internet audience behavior.By combining a low tech TGI Survey with a high tech user centric panel measurement and a site centric electronic measurement system it allows us to see the surf...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Peter Callius, Anders Lithner, Stefan Svanfeldt
June 20, 2005
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Citation

Callius, Lithner and Svanfeldt (2005a, June 20). Changing the Internet audience measurement standard. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/changing-the-internet-audience-measurement-standard


Research papers

Something is moving in OOH audiences

This paper describes the work and development in obtaining audience measurements of bus advertising in Spain during the past two years. The results are based on the actual measurement system for OOH, called Geomex, actually used for all media...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Author: Daniel Cuende
Company: Cuende Infometrics
June 20, 2005
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Citation

Cuende, D. (2005a, June 20). Something is moving in OOH audiences. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/something-is-moving-in-ooh-audiences


Research papers

E pluribus unum

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...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Pete Doe, Ian Garland
Company: Nielsen
June 20, 2005
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Citation

Doe and Garland (2005a, June 20). E pluribus unum. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/e-pluribus-unum


Research papers

A cost-effective way for testing outdoor creatives

The paper describes an analysis of outdoor creatives and its effect on aided recall of the outdoor campaign. We have analyzed 116 outdoor campaigns.For each of the campaigns, the following data were available: a photo of the poster, number of sites,...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Author: Andraz Zorko
June 20, 2005
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Citation

Zorko, A. (2005a, June 20). A cost-effective way for testing outdoor creatives. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-cost-effective-way-for-testing-outdoor-creatives


Research papers

Advertising integration study

The emergence of search marketing in recent years has not only yielded another channel for online advertising, but also another means of measuring users' engagement with a brand.This case study examines the particular interaction between display...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Author: Taylor Schreiner
Company: Yahoo!
June 20, 2005
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Citation

Schreiner, T. (2005a, June 20). Advertising integration study. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/advertising-integration-study


Research papers

The creative heresy in audience measurement

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...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Erwin Ephron, Joseph C. Philport
June 20, 2005
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Citation

Ephron and Philport (2005a, June 20). The creative heresy in audience measurement. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-creative-heresy-in-audience-measurement