Measuring Audience Reach Of Outdoor Advertisements

Page, Bill; Anesbury, Zachary William; Moshakis, Sophia; Grasby, Alicia

doi:10.2501/jar-2017-057

Cited by 9 publications

(5 citation statements)

References 14 publications

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“…Iklan media luar ruang mencakup banyak bentuk, tetapi yang paling umum adalah billboard sederhana. Bentuk lain dari iklan media luar ruang termasuk pada street furniture (mall, kiosk, telephone booths, halte bus dan rak berita), transit (taksi, bus, trem, sisi truk, kereta api, kereta bawah tanah dan bandara), dan jenis lain seperti iklan stadion (Lichtenthal et al, 2006;Taylor et al, 2006;Page et al, 2018).…”

Section: Pendahuluanunclassified

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Nurfebiaraning¹

2021

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Indonesia semakin kompetitif. Perusahaan e-commerce membutuhkan iklan sebagai salah satu kegiatan komunikasi pemasaran yang terintegrasi di bebeberapa media iklan sesuai dengan tujuan dan target khalayak. Outdoor advertising berupa Billboard Blibli dengan ukuran sangat besar, berupa pesan visual merek Blibli di area jalan tol Cipularang arah dari Jakarta ke Bandung sebagai salah satu media iklan alternatif untuk menyasar ke target khalayak yang beraktivitas di luar ruangan dan bermobilitas tinggi. Tujuan penelitian ini untuk mengetahui besar pengaruh cognitive response outdoor advertising Blibli terhadap brand attitude dan attitude toward the advertisement. Penelitian ini dilakukan dengan menggunakan metode kuantitatif, teknik pengumpulan data melalui survey dengan menyebarkan kuesioner kepada 100 responden yang pernah melihat Billboard Blibli tersebut. Melalui teknik analisis data uji regresi linear sederhana, hasil penelitian menunjukkan terdapat pengaruh variabel cognitive response (X) terhadap brand attitude (Y1) sebesar 25,1 % dan attitude toward the advertisement (Y2) sebesar 44 %, sisanya dipengaruhi oleh variabel-variabel lain yang tidak diukur dalam penelitian ini.

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Section: Pendahuluanunclassified

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Nurfebiaraning¹

2021

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“…The reason for this is that multiple exposures are not needed to drive purchase. Money could be wasted for repeatedly influencing the same group of audiences [37]. Within each demand unit, the flow was assumed to be uniformly distributed.…”

Section: B Demand Representationand Generationmentioning

confidence: 99%

“…The second baseline directly selects the most crowed places for outdoor advertising. Using high traffic areas for outdoor advertising is a common strategy in practice [13], [37], [38]. Based on mobile phone data, towers with the maximum average daily flow were selected for advertising.…”

Section: Candidate Sites Identification and Model Formulationmentioning

confidence: 99%

“…The coverage in this case is the percentage of unique members of target audiences who have had an opportunity to see the advertisement. In the advertising industry, it is also called reach, as a typical measure for the performance of an advertising campaign [37]. In this study, we use it as the indicator to describe how well the selected locations could cover the target users.…”

Section: Candidate Sites Identification and Model Formulationmentioning

confidence: 99%

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Interest-Driven Outdoor Advertising Display Location Selection Using Mobile Phone Data

et al. 2019

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The modern outdoor advertising industry is introducing new technologies to attract attention and enhance effective reach. However, displaying the pertinent advertisements (ads) and maximizing their coverage are still a challenge, as little is known about the interests of passersby. In this paper, we attempted to fill this gap by 1) identifying the individuals' interests extracted from the mobile phone internet usage data, and 2) analyzing the individuals' mobility patterns acquired from the mobile phone location data. Based on these data, the problem of distributing the outdoor ads to the maximum reach of the potentially interested users was further formulated as a maximal covering location problem (MCLP). Specifically, a continuous space maximal coverage model, the MCLP-complementary coverage (MCLP-CC), was utilized to search for the optimal locations for a given category of advertisements. Finally, the proposed methodology was applied to Wuxue, a city in central China, as a case study. The calculation results show that when setting the same number of places for outdoor advertising, our approach achieves an average of 69% improvement compared with the current dominant ads placement approach (selecting the most crowded location) in reaching the potential target audiences. An average of 15% improvement compared with the classic MCLP model. Overall, this paper demonstrates the value of the mobile phone data for interest-driven outdoor advertising and its potential applications in other mobile services. INDEX TERMS Interest-driven outdoor advertising, maximal covering location problem, mobile phone data.

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“…• The online gaming business includes any game played on a computer or mobile device with an internet connection 9 . • The Out-of-Home Media Sector, or outdoor advertising 10 , caters to media that may be viewed outside a person's usual residence. • The "radio industry" comprises public and private entities responsible for developing and transmitting radio programming and services 11 .…”

Section: Introductionmentioning

confidence: 99%

Indian Entertainment Industry Analysis: Past, Present and Future

Jha,

Rayan,

Sanga

et al. 2023

JEOH

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The entertainment industry is a component of the tertiary sector of the economy that includes the performing arts. When new technologies and concepts arise, the entire corporate world transforms. The industry is thriving financially and in terms of the talented artists and programmers it employs. Increased globalization and the subsequent elimination of market constraints resulted in astronomical growth. This research explores the origins, current conditions, hazards, potential solutions, future trends, and potential effects of foreign direct investment in India’s entertainment business. This research investigates the effects of globalization and its potential to provide new job possibilities. The data shown here has been gathered from secondary sources (the internet and published articles). The first form of entertainment was the transmission of cultural norms and beliefs from one generation to the next via the telling of stories. Since the arrival of the television triggered a seismic upheaval in the industry, distribution methods for entertainment have evolved gradually. While the epidemic has disproportionately affected certain areas of the industry’s workforce, others have been able to prosper because of the relative anonymity and safety of online venues. Television remains the most frequently consumed form of media, despite the advent of digital media and online gaming as more popular entertainment than film. As video streaming and other forms of online entertainment become popular, the OTT platform is anticipated to experience parabolic growth in the coming years. Due to the absence of references, the lack of emphasis on essential concerns, and the overall obsolescence of the accessible material, it was difficult to locate pertinent information. To support the nascent Indian entertainment industry and ensure the safety and stability of all its stakeholders, especially in challenging times like the ongoing pandemic, this paper highlights the significance of the government and regulatory bodies actively considering implementing incentive measures.

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Measuring Audience Reach Of Outdoor Advertisements

Cited by 9 publications

References 14 publications

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Interest-Driven Outdoor Advertising Display Location Selection Using Mobile Phone Data

Indian Entertainment Industry Analysis: Past, Present and Future

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