Out-of-Home Research: Advertising Exposure Research

Newsweek Media Research Index

Out-of-Home Research: Advertising Exposure Research

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.

1959 - POLITZ FOR NATIONAL ASSOCIATION OF TRANSPORTATION ADVERTISING - A STUDY OF OUTSIDE TRANSIT EXPOSURE: PHILADELPHIA

Study to measure exposure to outside bus posters, by a camera mounted above the poster. Photographs were obtained at 10-second intervals throughout daylight operations. An exposure was counted when a person entered a sequence of photographs with both eyes visible.

1965 - ALFRED POLITZ MEDIA STUDIES FOR O'RYAN & BATCHELDER - A STUDY OF OUTSIDE POSTER EXPOSURE: CHICAGO

Similar to the 1959 Philadelphia study, also conducted by Politz. To measure exposures to outside bus posters, by camera technique.

1979 - TELCOM FOR INDEPENDENT OUTDOOR ADVERTISING - A STUDY OF OUTDOOR ADVERTISING SIGN PLACEMENT

Test to compare the effectiveness of 30 sheet vs. eight-sheet posters, analyzed by poster placement. Eye movement reactions were recorded during respondent viewing of filmed drive sequences; brand awareness and advertising recall were also measured. Based on a total of 1,100 respondents, in 11 test groups, interviewed in Los Angeles and New York New Jersey metro areas. Study indicated poster placement and design were more important than size alone.

1984 - ELLIOT YOUNG, PERCEPTION RESEARCH SERVICES - VISIBILITY ACHIEVED BY OUTDOOR ADVERTISING - JAR, AUGUST/SEPTEMBER 1984

Description of proprietary study by Perception Research Services to measure actual exposures to outdoor advertising posters. Conducted among 100 men and 100 women. Respondents were exposed to a 27-minute drive sequence on film; eye tracking recorders were used to count exposures. Variables evaluated included: poster size, location, clutter from other posters, presence of highway signs, driving speed and poster execution factors.

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