Outdoor Measurement System Expanding In US
Nielsen Outdoor is in the process of establishing an independent and accurate GPS-based ratings currency for outdoor advertising in the US, with support coming from Publicis Groupe Media.
Starcom MediaVest Group and ZenithMedia, a unit of ZenithOptimedia, have shown support for the service, which was first introduced in Chicago last year. Los Angeles is the second market in its nation-wide expansion and the company expects to provide initial results of its LA data in autumn, and will provide final results in the first quarter of next year.
In order to expand the value of its measurement, Nielsen Outdoor will also begin to measure the exposure of teenagers to outdoor advertising. Teenage exposure has particular importance for advertisers in the film, fast food and soft drink industries.
“This show of support from Starcom MediaVest and Zenith confirms the value of our GPS-based ratings service to the advertising community,” said Lorraine Hadfield, managing director of Nielsen Outdoor.
“As two of the largest and most influential forces in the advertising industry, these companies recognise the enormous potential of outdoor, and Nielsen Outdoor is fully committed to providing them, and all of our clients, with the best means to measure this medium.”