Measuring Traditional Media Audiences Through Digital Data

This paper argues that using mobile location signal and desktop digital data can provide a robust and efficient methodology for analysing, targeting and measuring audiences exposed to OOH.

Measuring Traditional Media Audiences Through Digital Data

Ori Stitelman, Blake Aber, Brian Dalessandro and Lauren MooresDstillery

Introduction

In this age of digital advertising, traditional media channels such as outdoor home (OOH), radio and TV tend to be ignored in the digital measurement discussion. Historically, traditional media has relied on sources such as diaries, demographics, surveys and ethnographies for intelligence. For out-of-home (OOH), similar to the original measurement of in-store visits, OOH media providers have relied on human counters or gross approximations of audience based on geographical areas.

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