When less is more. Critical issues for advertisers in developing a global measurement approach and how VAIs could take outdoor measurement to a level of accountability to match TV

Global advancements in passive electronic audience measurement of Out-of-Home/Outdoor media look promising and are a great improvement over the old-fashioned travelog/diary or mere traffic counts approaches.

When Less Is More

Critical Issues for Advertisers in Developing a Global Measurement Approach and How VAIs could Take Outdoor Measurement to a Level of Accountability to Match TV

Tony JarvisDirector Strategic Insights, MediaCom/Grey Global Group, United States

INTRODUCTION

The time and investment required to refine the new GPS audience measurement systems is a tremendous undertaking for the industry. Will these new audience measurement techniques provide usable information at the site level or will they require further “tweaking” for usability? This remains to be seen once GPS measurement goes beyond the testing phase and becomes the industry standard.

The...

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