“See you at Long: 18° 3\' 0 E Lat: 59° 19\' 30 N” - How technology improved out-of-home research

Daniel Cuende

This paper focuses on improvements introduced in 2007/08 to Geomex, the out-of-home audience measurement system in Spain.

See you at Long: 18° 3′ 0 E Lat: 59° 19′ 30 N: How technology improved out-of-home research

Daniel CuendeCuende Infometrics S.A., Spain

INTRODUCTION

Established in 1991, the aim of CUENDE Infometrics has been to design and develop systems and research tools particularly in the media research field. Involved in outdoor research since its creation, the research agency has developed the following Out of Home (OoH) research systems: MIRO: Ad campaign effectiveness tracking; URBATRACK: OoH impact measurement in fast moving goods purchased in malls, large stores, superstores, etc.; NEURAL-Ext: NeuralNets for outdoor creativity evaluation; GEOMEX: OoH audience measurement system;...

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