Can we verify audience figures given by the vendor of an outdoor ad?

In 2006 there were more than 50,000 companies acting as vendors of out of home advertising in China. The standards used by these vendors differ considerably. Global vendors like JCDecaux, Clear Channel / White Horse or Viacom commission their own audience studies and generally apply consistent measurement standards across their own properties, but it is up to the buyer to judge whether the methodologies and measures used by one global vendor are comparable to those used by another.

There is greater risk in using smaller vendors, most of whom understand the meaning of traffic count but do not properly understand how to measure the quantity or quality of exposure. It is common for vendors to quote several tens of thousands of viewers for a site without any supporting evidence.

AMC's approach is totally neutral and consistent across all cities that we cover: we measure the movements of people between their homes and other destinations in the city, such as place of work or where they go for fun. Their passage through points in the city constitutes OTS for any outdoor ads in that area. This is our measure of traffic count and unlike most vendors we have detailed demographics.

Qualitative assessment of an individual site (adjustment based on size, angle, distance etc.) is offered as an additional service, usually to vendors.

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Can we verify audience figures given by the vendor of an outdoor ad?