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The use of virtual environments enables a consistent approach for measuring Ad Formats and Creatives, resulting in consistent outputs. Confounding issues are removed as every respondent interacts with a billboard and/or creative at exactly the same moment, in exactly the same situation of display, which means that meaningful comparisons can be achieved. This forms a baseline for judging the degree of visibility achieved by a specific advertising surface (paper, digital, backlit), location or Creative.

Virtual has been proven to deliver similar results to real world and static picture imagery.

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