Measuring audience reach of outdoor advertisements: Using Bluetooth technology to validate measurement

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.
Page, Anesbury, Moshakis and Grasby

MANAGEMENT SLANT

  • A method of obtaining estimates of actual reach and frequency of outdoor advertising using Bluetooth detectors is described.
  • These data can be used to determine duplicated and unduplicated reach across days and sites.
  • The Bluetooth technology overcomes the shortcomings of previous outdoor-advertisement measurements and could be installed easily on an ongoing basis ...

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