Audiposter: a complex technique for simple results

The Audiposter project – the new Italian currency for outdoor – focused on the use of advanced portable GPS-based meters, which probably makes Audiposter the first large-scale survey of its kind being done in the world.

Audiposter: a complex technique for simple results

Andrea MezzasalmaEurisko NOP World, Italy

BACKGROUND OF THE AUDIPOSTER SURVEY

As already described in the past,1) Audiposter is a JIC formed by the Italian Association of Advertisers (UPA), Advertising Agencies and Media Buyers (Assocomunicazione) and Outdoor Media Owners (AAPI).

The survey involves 35 large and mid-size Italian towns, with a sample of varying number – 180 to 1120 – totalling 10,250 (See Figure 1).

Each town's sample is representative of the population of those who: a) live inside the town; or b) live in the catchment area and...

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