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

Bill Page, Zachary Anesbury, Sophia Moshakis and Alicia Grasby

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...

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