Measuring Audience Reach Of Outdoor Advertisements

Bill Page · Zachary William Anesbury · Sophia Moshakis · Alicia Grasby

11 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Human Mobility and Location-Based Analysis

Abstract

ABSTRACT Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated. The use of Bluetooth logging has been applied successfully to tracking human movement, which demonstrates its potential for measuring the reach of outdoor advertising. Bluetooth can provide researchers with a method of obtaining unique and anonymous IDs for passersby, which leads to detailed measurements for the frequency and reach of outdoor advertising. A proof of concept using a single outdoor advertisement is provided, although the method could be expanded to multiple sites and for longer durations.

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