A Sensivity Analysis for the Selection of Business Critical Geodata in Swiss Outdoor Advertisement

GIScience 2010

D. Hecker, C. Körner, H. Streich, and U. Hofmann

“In this paper we conduct a sensitivity analysis to estimate the effect of additional geodata on performance measurements in Swiss outdoor advertisement. Our analysis shows that for most of the Swiss poster locations it is not necessary to restrict visibility areas additionally by a building layer. However, without restriction, panels with viewing distances above 40 meters show increased opportunities of contact, especially in inner-city regions. In future research we will confirm our results further by statistical testing and a structural comparison of the building layer between other regions in Switzerland.”