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Saturday, November 14, 2009

Evaluation of Outdoors

Outdoors do require a proper evaluation system for providing site comparisons. The OSCAR (Outdoor Site Classification and Audience Research) study by MODE, Aaren and O&M in Bombay was a step in this direction. The study was carried out to evaluate hoarding sites in the City of Mumbai and develop as weight age index based on such criteria as visibility, height and illumination, angle, competition, deflection and obstruction. The aim was to indicate a gross OTS (opportunity-to-see) for each hoarding. The other criteria that should be included in the evaluation process are the number of pedestrians and vehicles passing by, the special characteristics of the site, nearness to other nearby messages that might interfere, the ambiance that can negatively affect the brand image and availability of effective night time illumination. Evaluation for moving media should consider the traffic and population of individual routes and an analysis of the life-styles of the people along the route.

Labels: comparisons, Evaluation, Evaluation of Outdoors, Mumbai, OSCAR, Outdoors, providing

by 4Points at 3:50 AM |