The paper describes how to integrate audience measurement and site visibility as the main research approaches in outdoor advertising research in a single concept. Details are given about how GPS is used on a large scale in Switzerland for mobility analysis and audience measurement. Furthermore, the development of a software solution that allows the integration of all mobility data and poster location information is introduced. Finally a model and its results are presented for the calculation of individual poster campaign coverage and for the calculation of the number of contacts generated by each billboard.
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