Abstract:

This paper describes the efforts undertaken by Nielsen Outdoor to create an audience measurement system, based on GPS (Global Positioning Satellite) technology, capable of meeting the commercial and research needs of the U.S. outdoor industry. It describes the deployment of the service in Chicago, and summarises the key elements of the research. In addition, it elaborates on the participative process used with media owners, agencies, advertisers and industry bodies and the importance of that process in creating a 'Gold Standard' currency.