Early learnings from Chicago

This paper provides an introduction to prior research on the use of GPS for measuring audiences to out-of-home media.

EARLY LEARNINGS FROM CHICAGO

Ian GarlandNielsen Outdoor, United States

Wendy MalleyNielsen Outdoor, United States

BACKGROUND

While out-of-home advertising, as a proportion of total advertising, varies significantly between countries (from 3.4% in the United...