The pros and cons of using GPS in outdoor research

This paper describes the survey designed by Eurisko to measure the reach and the frequency of outdoor advertising in 36 Italian towns and their surrounding areas over a 14-day period.

The Pros And Cons Of Using GPS In Outdoor Research

The Italian experience

Andrea Mazzasalma Eurisko

FOREWORD

Back in 1999, the Italian associations of Advertisers, Advertising Agencies, Media Buyers and Media Owners formed a consortium named...