|Author(s): Erwin Ephron, Joseph C. Philport
Collection: WAM - Worldwide Audience Measurement 2005 - Online and Outdoor / Out-of-Home
Keywords: Audience Research, Advertising Research
ESOMAR Best Paper Award 2004/2005
|PDF version (download)|
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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.