Good news for out-of-home advertisers: A method using Bluetooth technology measures important details that up until recently were available only for television advertising. With it, market researchers can estimate the frequency of exposure and level of unduplicated reach for outdoor advertising, while media buyers and campaign managers can examine their targeted audiences more thoroughly.
Specifically, with this method practitioners can:
The study has far-reaching implications, according to the research team:
Previously, practitioners have had to rely on their own managerial judgment to do these types of assessments, rather than on empirical data. “Even if all spots are not measured in the way,” the authors wrote, “a sample of passersby, such as that provided by this method, can be used to improve or augment existing measures.”
Bill Page is a senior researcher and lecturer. His research interests are in shopper marketing and retailing, including shopper flow and pester power. His research focuses on understanding habitual behavior through innovative techniques.
Zachary Anesbury is a senior researcher specialized in consumer behavior within a retail environment, and how brands compete over time. His current research area focuses on media consumption patterns.
Sophia Moshakis is a research assistant. Her research interests are in the area of advertising effectiveness and distinctive assets.
Alicia Grasby is a research assistant who has studied the areas of outdoor advertising and in-store shopper behavior.