Geoplanning. Improving quality in outdoor advertising planning

Antonio Margoni

This paper describes a new technological approach to planning outdoor advertising campaigns through an approach which exploits the potential provided by new geographical software programs applied to marketing.

Geoplanning. Improving quality in outdoor advertising planning

Antonio MargoniCEO, Media Consultants, Italy

A BRIEF HISTORY

Map applications were first developed in the 1960s on large computers which used the batch system. They were then improved in the 1970s through the introduction of interactivity on minicomputers.

In the early 1980s CAD cartographic systems, which were devoted to design and drawing using computers, became widely used: in this way the representation of the territory is seen as different superimposable drawings (layers), with selective print-outs and viewpoints; particular attention is devoted to cartographic details (symbols, level curves etc.).

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