Something is moving in OOH audiences: GEOTRANS - A new way to measure the effectiveness of bus advertising

This paper describes the work and development in obtaining audience measurements of bus advertising in Spain during the past two years.

Something is moving in OOH audiences - GEOTRANS: a new way to measure the effectiveness of bus advertising

Daniel CuendeCUENDE Infometrics, Spain

BACKGROUND

CUENDE Infometrics is the designer and developer of Geomex, the OOH audience measurement system in Spain.

Geomex is a whole market standard. It is the OOH currency. It uses ESOMAR methodology criteria and CUENDE patented technology. Since 1999 the project has been financed by outdoor companies such as Cabitel-Telefonica, Cemusa, Clear Channel, Espacio, JCDecaux, Viacom and the main media agencies: Carat-Posterscope, Media Planning, Universal-McCann, Initiative Media, Optimedia, CICM, Equmedia, OMD, MindShare, Arena, Starcom and Zenith...

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