Abstract:

This paper describes the utilization of GPS/cellular technology to record routes/distances traveled by respondents and therefore the opportunity to be exposed to outdoor advertising, providing the opportunity to build reach against various demographic target groups by outdoor advertising. In Canada, the Canadian Outdoor Measurement Bureau (COMB) is currently carrying out surveys using this technology. Planned as a multi-phase program, this first phase was intended to calibrate existing reach-frequency models. Future phases will be used to build a national database of driving patterns, and hence exposures to outdoor advertising, by geographic and demographic targets.