Modelling and prospects for audience measurement of outdoor advertising using GPS devices
Martial PasquierSwiss Graduate School of Public Administration IDHEAP, University of Lausanne/Swiss Federal Institute of Technology, Switzerland
Felix MendeSwiss Poster Research and input AG, Switzerland
INTRODUCTION
Since the late 1990s, research in the field of outdoor advertising has undergone many developments for several reasons. Firstly, new methods permitting audience calculation – such as the use of GPS – have made their appearance. Then again, digital processing software for geographical data is being used both to position panels and to enable the performance of these panels to...