Nielsen to test metered ratings service for outdoor advertising

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New York--Nielsen Outdoor, a unit of VNU Media Measurement & Information, said it plans to test a metered audience measurement system for outdoor advertising as a first step toward launching a global ratings service for the medium. The service, which is based on global positioning system (GPS) technology, will be pilot tested this month in Johannesburg, South Africa, and will provide advertisers, agencies and outdoor media companies with audience information on ads, such as reach and frequency data.
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