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

Martial Pasquier
Swiss Graduate School of Public Administration IDHEAP, University of Lausanne/Swiss Federal Institute of Technology, Switzerland

Felix Mende
Swiss 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 be calculated. Last but not least, and this is an important factor, audience studies are being integrated with those of site visibility. This is an important step forward for the entire advertising medium.