VAC - an accurate currency
VAC stands for Visibility Adjusted Contacts, which means that the coverage figures are adjusted for probable eye contact. We know that only a proportion of the people who pass an advert actually see it, and we believe that these are the only people who should form the basis of the medium's pricing. Thus, our currency is based on people who have actually seen the advert, rather than the people who could have seen the advert.
Bauer Media Outdoor, JCDecaux and Ocean Outdoor are collaborating on coverage figures for the outdoor media channel. The companies have utilised the world's leading expertise in outdoor research - Simon Cooper Associates, which has played a similar role in the development of Outdoor Impact in several other European markets. TNS Gallup has conducted the fieldwork in the Norwegian market. The survey is currently regarded as the most advanced method for measuring outdoor advertising in the world.
Read more about Outdoor Impact and VAC here.