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...