Out-of-Home Research: Methodological Research

Newsweek Media Research Index

Out-of-Home Research: Methodological Research

1947 - TRAFFIC AUDIT BUREAU - METHODS FOR THE EVALUATION OF OUTDOOR ADVERTISING: FORT WAYNE STUDY, 1946

Pilot study to devise methods for evaluating daily outdoor advertising. Designed to measure outdoor travel, circulation, coverage and readership-remembrance. Based on home interviews, travel maps, traffic counts and license number counts.

1950 - TRAFFIC AUDIT BUREAU - COVERAGE, REPETITION AND IMPACT PROVIDED BY POSTER SHOWINGS: CEDAR RAPIDS, 1949

Expansion of the 1947 Fort Wayne study. Designed to obtain 30-day information, by use of travel diaries.

1954 - GEORGE MILHALY - CAMERA FACILITATES NEW MEDIA MEASURE - INDUSTRIAL PHOTOGRAPHY, NOVEMBER-DECEMBER 1954

Article describing a method of measuring exposures to outdoor advertising, by use of an electrically operated and timed wide angle lens camera mounted beneath a poster. The method counts "persons the poster can see" (whose two eyes show on film) as persons who can see the poster.

1955 - DANIEL STARCH - SCOPE, METHOD AND TECHNIQUE OF THE STARCH CONTINUING STUDY OF OUTDOOR ADVERTISING

Description of the background and methods used for the Starch Continuing Study of Outdoor Advertising, conducted monthly in 28 markets to measure campaign awareness, copy recognition and attitude toward poster. Reported in series of reports. (Individual reports from this series are listed in 1967 ARF Recommended Research Program bibliography and in 1977 Buszek TAB Planning For Out-Of-Home Media bibliography.)

1958 - WILBUR SMITH AND ASSOCIATES - OAAA MARKET RESEARCH STUDY: FINAL TECHNICAL REPORT VOLUME

Report concerning study for Outdoor Advertising Association of America, to determine the general patterns of traffic in outdoor advertising markets, the relation between total and repeat passages, and the method of defining, measuring, interpreting and applying coverage estimates. Based on counts and license numbers of over two million in-state vehicles in 13 widely dispersed urban markets. Used to derive daily, weekly and monthly coverage curves to estimate coverage in a given market area. This major study was reported in several volumes.

1962 - BRIAN D. COPLAND - SOME FUNDAMENTALS OF POSTER AUDIENCE MEASUREMENT - JAR, JUNE 1962

Review of outdoor media audience measurements conducted in England, related to Wilbur Smith and A.C. Nielsen findings.

1962 - POSTER APPRAISAL SERVICE SURVEY OBJECTIVES AND METHODS - GENERAL MEDIA AND COPY RESEARCH COMPANY, VENTURA

Description of general methodology and reporting procedures of Poster Appraisal Service, designed to measure poster remembrance and brand identification, by a masked-unmasked aided recognition technique. Reported in series of reports. (Individual reports from this series are listed in 1967 ARF Recommended Research Program bibliography and in 1977 Buszek TAB Planning For Out-Of-Home Media bibliography.)

1967 - ARF - RECOMMENDED RESEARCH PROGRAM FOR INSTITUTE OF OUTDOOR ADVERTISING

Report prepared by the ARF at the request of the Institute of Outdoor Advertising. Recommends a three-pronged research program for outdoor advertising: (1 ) A basic study of outdoor's audience; (2) Laboratory studies to investigate the communications aspects of the outdoor medium; and (3) Creation of a continuing measurement service to obtain market-by-market reach and frequency estimates on a periodic basis. The report also contains a comprehensive, annotated bibliography of major published out-of-home studies from 1930 to 1967.

1977 - BUDD BUSZEK, TRAFFIC AUDIT BUREAU PLANNING FOR OUT-OF-HOME MEDIA - TAB PUBLICATION

Comprehensive report concerning how to plan, buy and measure out-of-home media-including posters, painted bulletins, advertising on buses, subway cars, taxis, posters located in airports, train stations and bus stops. This book also includes a comprehensive, annotated bibliography of out-of-home research studies through 1977 (updating the 1967 ARF bibliography).

1978 - JEROME GREENE, MARKETMATH, FOR INSTITUTE OF OUTDOOR ADVERTISING - A DESCRIPTION OF HOW OUTDOOR ADVERTISING ESTIMATES ARE REACHED

Paper describing how audience reach and frequency estimates reported nationally by SMRB and locally by AMMO are obtained.

1986 - DEREK BLOOM, RESEARCH MEDIA & MARKETING CONSULTANTS AND TIM BOWLES, AGB AUDITS, LONDON - OSCAR: THE GREAT OUTDOORS - FROM THE 1986 ESOMAR SEMINAR, HELSINKI

Detailed discussion concerning development of the OSCAR (Outdoor Site Classification and Audience Research) system sponsored by the Outdoor Advertising Association in Britain. This system provides gross audience estimates for individual outdoor poster sites, and visibility-adjusted audience estimates for each poster. Development of OSCAR was based on: (1) visits to each of the available 67,000 poster sites to record physical characteristics, implemented by NOP Market Research; and (2) vehicle and pedestrian counts at a representative sample of 600 sites, implemented Posters in the UK have been bought increasingly on the basis of individual sites; OSCAR was developed to provide relevant audience data for this buying practice.

1986 - THEO A. HESS, NIPO, AMSTERDAM - A NEW METHOD FOR THE MEASUREMENT OFTHE EFFECTIVENESS OF POSTER CAMPAIGNS: "THE CIA TEST" - FROM THE 1986 ESOMAR SEMINAR, HELSINKI

Description of a large-scale Netherlands study, called the "CIA Test," designed to estimate the audience of outdoor advertising campaigns. Conducted by NIPO research company for the Organization of Advertisers and Organization of Advertising Agencies. The study obtained: (1) counts of people who passed by a sample of 455 poster sites, to estimate opportunities to see; (2) on-site interviews with pedestrians, to estimate "conscious confrontations"; and (3) in-home interviews with over 5,000 persons to estimate campaign coverage and audience profile. It was estimated that "conscious confrontation" with outdoor is 24% among pedestrians and 5% among motorized trafic passersby, averaging 10% overall. Average reach was 60% for the medium, varying from .50% to 35% for individual campaigns.

1988 - PYM CORNISH AND RICHARD WINDLE, RESEARCH SERVICES, LONDON - CHARACTERISTICS OF THE POSTER AUDIENCE IN GREAT BRITAIN - FROM THE 1988 ESOMAR SEMINAR, MADRID

Report of the 1987 National Poster Study conducted in Britain to provide estimates of outdoor reach and frequency, and audience composition. The study was designed to complement OSCAR, a system developed in 1985 to provide gross audience estimates for individual posters (See 1986 Derek Bloom listing). In the National Poster Study, poster passages by a national sample of persons 15 and over were related to a national sample of poster locations. Personal interviews were completed with 704 persons concerning their travel behavior each day of the preceding week; this information was recorded on travel maps coded by poster sites. The study also involved visits to the sample of over 6,000 sites to verify site location and characteristics.

1988 - MARIA TERESA CRISCI, DOXA, MILAN - POSTER RESEARCH: "FROM COVER AND FREQUENCY TO EFFECTIVENESS" - FROM THE 1988 ESOMAR SEMINAR, MADRID

Description of a study of outdoor advertising in Italy from 1981 to 1987 designed to estimate campaign reach and frequency, and effectiveness. Travel behavior studies were conducted in five Italian markets; the results from these studies were used to develop a mathematical model to make reach and frequency estimates for other markets. Campaign recall tests were conducted in 19 markets for over 200 poster campaigns. The results of these studies were analyzed to estimate average impact of poster advertising by characteristics of the campaign and target groups. The results of future tests will be added to the data base.

1989 - TDI - TRANSIT ESTIMATED AUDIENCE MEASUREMENT, TEAM IV

Description of the TEAM system for making audience reach, frequency and frequency distribution estimates for exterior transit advertising in local markets throughout the U.S. The TEAM model was developed based on surveys conducted in the mid-1980s for the Transit Advertising Association by R.H. Bruskin in five markets (Chicago, Los Angeles, Memphis, St. Louis and Washington, D.C.). In the Bruskin studies, respondents were asked to keep diary records of their exposures to exterior bus advertising over a 7-day period. Estimates for a market are based on characteristics of the market (population size, density and demographic composition) and characteristics of the showing (number of buses, poster placement on the buses and duration of the showing). Estimates are reported by sex, age, income and race groups.

1990 - COMB (CANADIAN OUTDOOR MEASUREMENT BUREAU) - MALL POSTER RESEARCH, INTERIM REPORT

Summary of study in Canada to evaluate the accuracy and cost efficiency of methods used to obtain pedestrian counts in shopping malls. A final report based on counts made in three malls from February 1990 through January 1991 will be published in 1991.

1990 - MEDIACOM, CANADA - MEDIACOMPUTER: THE OUTDOOR PLANNING MODEL

Description of Mediacom's reach and frequency model for outdoor posters, transit shelters and mall posters; developed by Harris Media Systems. The database includes circulation counts from COMB (Canadian Outdoor Measurement Bureau) updated quarterly; urban driving pattern data updated annually from the Print Measurement Bureau survey; and mall posters potential coverage estimates based on a study by Canadian Facts. Estimates for demographic and product use target groups are available.

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