Outdoor visibility & audience
A “Crystal Box” approach
Massimo Corrado, Benjamin Ruiz & Héctor Matus Castellanos
Abstract
The presentation will focus on the practical aspects of the study and how it helps the sites owner to sell and the advertiser to buy. We will show a couple of example of a good site and a poorer one, with pictures, showing the seconds of visibility to illustrate how sites with similar classical parameters could yield quite different results in terms of probability to be seen.
Today, if an advertiser wants to check the locations of the proposed sites in the proposed schedule, has to travel a lot of miles; with our methodology he can choose the sites via the internet at his desk on his computer. The evaluation of every site - as well as all the variables included in the reach and frequency algorithm - can be checked and audited,. There are no “black boxes”.
Massimo Corrado
IBOPE AGB Mexico, Mexico
Doctor Degree in Statistics and Actuarial Sciences at the University of Rome. After a brief spell with IBM as System Engineer, spent over forty years in Research and General Management in several countries: twenty years with Procter & Gamble in Research and Advertising, ten between Cinzano and Campari as General Manager and finally nine with IBOPE AGB Mexico as General Manager.
Benjamin Ruiz
IBOPE AGB Mexico, Mexico
Bachelor of Science in Computer Engineering and postgraduate studies in Business Administration in Mexico. He has worked as university professor for 5 years, as investigator at the UNAM for 2 years, at the Mexican Federal Government National Security for 2 years and at the Mexican Health Ministry for 7 years. In the last ten years works at IBOPE AGB Mexico as Systems and Product Development Director.
Héctor Matus Castellanos
IBOPE AGB Mexico, Mexico
University degree in Communication Sciences and postgraduate for High Level Management; works in media buying and planning at Leo Burnett and Media Planning Group Mexico. In the past 10 years, works at Ibope AGB Mexico as TV Rating Operations Manager and lately as Analysis and Quality Assurance Director.
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