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Satellites to Track Exposure to Out-of-home Ads

By Published on .

CHICAGO (AdAge.com) -- One week after Arbitron announced the Outdoor Advertising Association of America's $300,000 endorsement of its plans for a new outdoor audience ratings service, Nielsen Outdoor said it will test a metered measurement service in Johannesburg, South Africa.

Satellite tracking
Nielsen Outdoor, a newly formed unit of VNU Media Measurement & Information, plans to launch a system that uses global positioning satellite (GPS) technology from Seattle-based RDP Associates to track vehicle and pedestrian exposure to out-of-home ads.

Nielsen, like Arbitron,

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hopes to provide advertisers, agencies and outdoor companies with audience reach and frequency data to give the out-of-home industry the same kind of standard measurement available to the radio and TV industries.

Arbitron, a media ad marketing research firm, is in the second phase of its research program, introduced this summer in Atlanta, to test a measurement system that integrates existing vehicle travel-pattern data with consumers' travel diaries and exposure information garnered from GPS devices.

With the outdoor association's support, Arbitron hopes to have results from the test available by the second quarter of 2003.

Outdoor Advisory Council
The Outdoor Advertising Association of America, along with leading outdoor companies including Clear Channel Communications, JCDecaux and Viacom, as well as media agencies such as Interpublic Group of Cos.' Universal McCann and Bcom3 Group's Starcom MediaVest Group, also supports Nielsen's efforts. The organizations are members of Nielsen's global Outdoor Advisory Council, designed to achieve an industry standard for worldwide measurement of the medium.

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