ESOMAR (2009): "Global Guidelines on Out-of-Home Audience Measurement"

Richtlinien und Standards für die Publikumsmessung

– Author(s): ESOMAR (http://www.esomar.org)
– Date of publication: 04.05.2009
– ISBN: 92-831-0234-7
– Number of pages: 28
– Formats: Book, PDF Version (download)
– Price: EUR 35.00; members price: EUR 28.00
Die European Society for Opinion and Marketing Research (ESOMAR), hat Anfangs Mai 2009 sogenannte “Global Guidelines on Out-of-Home Audience Measurement” veröffentlicht – ein ähnliches Unterfangen, wie das von OVAB, die ihre “Audience Measuring Guidelines” bereits 2008 publiziert haben (siehe: Post «OVAB Audience Measuring Guidelines»/).
These guidelines:
– provide a consistent set of definitions for key elements of the measurement
– recommend minimum data which should be provided to users
– provide a clear statement of operating principles and describe best practice
– encourage international harmonisation and methodological consistency
Recent advances in technology mean that it is possible to get more accurate measurements of individuals´ mobility and therefore make more reliable estimates of the number of people potentially exposed to out-of-home advertising campaigns.
Advances in understanding the psychology of perception have also allowed audience researchers to go beyond taking a simple measurement of the number of people passing a panel to developing a rigorous measurement of the number of people who will look at a poster, i.e. a measure of ad exposure. These guidelines have been developed to exploit the opportunity created by this changing technology to introduce consistent and realistic measurement of audiences for out-of-home advertising around the world and to promote best practice at the national level.
Via: Esomar (http://www.esomar.org/web/publication/paper.php?id=2040)