Nielsen Media Research is testing a new scheme to improve the targeting of outdoor advertising.

In trials in South Africa, the research group has given volunteers a new device the size of a mobile phone. This gadget uses a global positioning satellite to track holders’ movements and collects details of their gender and age. The data can be used to improve the positioning and timing of outdoor campaigns.

Once the trials are complete, Nielsen – a unit of Netherlands-based giant VNU – is planning a pilot project in Chicago.

Data sourced from: Media Week (UK); additional content by WARC staff