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Nielsen GPS Tracker Publicis Groupe Media - including Starcom MediaVest Group, and ZenithMedia - have signed on for Nielsen Outdoor’s GPS-based ratings service measuring outdoor advertising in Los Angeles.
According to a Nielsen statement, the company expects to provide initial results of its Los Angeles data to clients in the fall, and will provide final results in the first quarter of next year. The U.S. service was first introduced in Chicago in 2005, and Los Angeles is the second market. Nielsen says it will also begin to measure the exposure of teenagers to outdoor advertising.
The deal comes as the outdoor advertising industry, led by trade group the Traffic Audit Bureau, is in the final stages of awarding a request for proposal for a new outdoor audience ratings system, MediaPost reports. That assignment is not expected to be given to Nielsen, which has had a tense relationship with TAB. The ratings contract is one part of a multifaceted research initiative launched by the TAB that will create what many believe to be one of the most accountable for any medium.
“Outdoor advertising is one of fastest growing advertising segments for our clients, so we are pleased to support Nielsen’s research to help ensure that we are maximizing ROI for advertising dollars spent in this medium,” said Damon Peirson VP Director of Out of Home Services at Zenith Media in Nielsen’s released statement. “The billboard industry has traditionally lagged behind other traditional media in terms of providing measurement metrics. With this new research effort, there is the potential to be even more accountable than other traditional media.”
Nielsen says its technology can track the travel patterns of consumers as they move - including by walking and driving - in relation to known outdoor advertising sites, even in urban canyon areas. Nielsen says it can precisely calculate how many persons see the outdoor ads and identify them demographically. Accordingly, Nielsen Outdoor provides advertisers with the total number of people exposed to outdoor advertising and the frequency of their exposure.
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