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Modelling and prospects for audience measurement of outdoor advertising using GPS devices

Date of publication: June 20, 2005

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Martial Pasquier, Felix Mende

Abstract:

The paper describes how to integrate audience measurement and site visibility as the main research approaches in outdoor advertising research in a single concept. Details are portrayed on how GPS is used on a large scale in Switzerland for mobility analysis and audience measurement. Furthermore, the development of a software solution is introduced that allows the integration of all mobility data and poster location information. Finally a model and its results is presented for the calculation of coverage of individual poster campaigns and for the calculation of the number of contacts generated by each billboard.

Martial Pasquier

Author

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Felix Mende

Author

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Mezzasalma, A. (2003a, June 20). The pros and cons of using GPS in outdoor research . ANA - ESOMAR. Retrieved May 14, 2025, from


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Citation

Pasquier and Mende (2005a, June 20). Modelling and prospects for audience measurement of outdoor advertising using GPS devices. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/outdoor-visibility-audience