In an age of ever-increasing specialization, with media focusing on smaller and smaller slices of the population, outdoor advertising remains the champion of the generic and the all-inclusive. Far from a tightly targeted medium, outdoor is positioned as a way to reach large, undifferentiated audiences.

MRUC's objectives for this exercise are as follow:

• To develop an outdoor media planning tool for use by advertisers and advertising agencies
• To provide insights into the quality of an outdoor site through a Visibility Index
• To provide coverage and frequency information for an outdoor campaign across cities, by city and by location