MODELLING AND PROSPECTS OF THE AUDIENCE MEASUREMENT FOR OUTDOOR ADVERTISING BASED ON DATA COLLECTION USING GPS DEVICES (ELECTRONIC PASSIVE MEASUREMENT SYSTEM)

by Prof. Martial Pasquier, Urs Hofmann, Felix H. Mende, Michael May, Dirk Hecker, and Christine Körner

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.

Read more

more about travel behavior:

The Causal Influence of Neighborhood Design on Physical Activity Within the Neighborhood: Evidence from Northern CaHfornia

Modelling Perceived Accessibility to Urban Amenities Using Fuzzy Logic, Transportation GIS and Origin-Destination Surveys

The Effects of Teleshopping on Travel Behavior and Urban Form

The impacts of telecommunication technologies on travel behavior

The characteristics, causes and costs of urban sprawl: a lecture by Reid Ewing

Dynamic GPS-position correction for mobile pedestrian navigation and orientation

GPS in pedestrian and spatial behaviour surveys

QUALITATIVE METHODS IN TRAVEL BEHAVIOUR RESEARCH