Mobile Phones and Outdoor Advertising: Measurable Advertising
Television and newspapers sit at the top of many agency marketing plans, while outdoor advertising stays at the bottom. The reason for this is that it’s difficult to account for who views a billboard, so there is no way of consistently determining the effectiveness of outdoor advertising. As a resu...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Article |
| Language: | en_US |
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Institute of Electrical and Electronics Engineers
2011
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| Online Access: | http://hdl.handle.net/1721.1/64448 https://orcid.org/0000-0003-2026-5631 |
| _version_ | 1826191659084283904 |
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| author | Quercia, Daniele Di Lorenzo, Giusy Calabrese, Francesco Ratti, Carlo |
| author2 | Massachusetts Institute of Technology. Department of Urban Studies and Planning |
| author_facet | Massachusetts Institute of Technology. Department of Urban Studies and Planning Quercia, Daniele Di Lorenzo, Giusy Calabrese, Francesco Ratti, Carlo |
| author_sort | Quercia, Daniele |
| collection | MIT |
| description | Television and newspapers sit at the top of many agency marketing plans, while outdoor advertising stays at the
bottom. The reason for this is that it’s difficult to account for who views a billboard, so there is no way of consistently determining the effectiveness of outdoor advertising. As a result, agencies do not consider the medium and allocate their money elsewhere. To change this situation, one needs to create new credible audience measurements for the outdoor marketing industry. Here we propose a new way of performing audience measurements that combines mobile phone location estimations with information freely available on the Internet. We show that it is possible to estimate the number of people who drive or walk by a given area in Greater Boston from location estimations of a large fraction of mobile phone users in the region. We also infer the preferences for social events of the users by combing their location estimations with Internet listings of social events. This makes it possible to profile areas based on their residents’ interests and dynamically change displayed advertising based on those assessments. |
| first_indexed | 2024-09-23T08:59:22Z |
| format | Article |
| id | mit-1721.1/64448 |
| institution | Massachusetts Institute of Technology |
| language | en_US |
| last_indexed | 2024-09-23T08:59:22Z |
| publishDate | 2011 |
| publisher | Institute of Electrical and Electronics Engineers |
| record_format | dspace |
| spelling | mit-1721.1/644482022-09-30T12:40:24Z Mobile Phones and Outdoor Advertising: Measurable Advertising Quercia, Daniele Di Lorenzo, Giusy Calabrese, Francesco Ratti, Carlo Massachusetts Institute of Technology. Department of Urban Studies and Planning Massachusetts Institute of Technology. SENSEable City Laboratory Ratti, Carlo Ratti, Carlo Calabrese, Francesco Di Lorenzo, Giusy Quercia, Daniele Television and newspapers sit at the top of many agency marketing plans, while outdoor advertising stays at the bottom. The reason for this is that it’s difficult to account for who views a billboard, so there is no way of consistently determining the effectiveness of outdoor advertising. As a result, agencies do not consider the medium and allocate their money elsewhere. To change this situation, one needs to create new credible audience measurements for the outdoor marketing industry. Here we propose a new way of performing audience measurements that combines mobile phone location estimations with information freely available on the Internet. We show that it is possible to estimate the number of people who drive or walk by a given area in Greater Boston from location estimations of a large fraction of mobile phone users in the region. We also infer the preferences for social events of the users by combing their location estimations with Internet listings of social events. This makes it possible to profile areas based on their residents’ interests and dynamically change displayed advertising based on those assessments. Engineering and Physical Sciences Research Council (Horizon project) 2011-06-16T14:33:03Z 2011-06-16T14:33:03Z 2011-04 Article http://purl.org/eprint/type/JournalArticle 1536-1268 http://hdl.handle.net/1721.1/64448 Quercia, Daniele et al. "Mobile Phones and Outdoor Advertising: Measurable Advertising." IEEE Pervasive Computing, 10.2 (Apr-Jun. 2011), p.28-36. https://orcid.org/0000-0003-2026-5631 en_US http://doi.ieeecomputersociety.org/10.1109/MPRV.2011.15 IEEE Pervasive Computing Creative Commons Attribution-Noncommercial-Share Alike 3.0 http://creativecommons.org/licenses/by-nc-sa/3.0/ application/pdf Institute of Electrical and Electronics Engineers MIT web domain |
| spellingShingle | Quercia, Daniele Di Lorenzo, Giusy Calabrese, Francesco Ratti, Carlo Mobile Phones and Outdoor Advertising: Measurable Advertising |
| title | Mobile Phones and Outdoor Advertising: Measurable Advertising |
| title_full | Mobile Phones and Outdoor Advertising: Measurable Advertising |
| title_fullStr | Mobile Phones and Outdoor Advertising: Measurable Advertising |
| title_full_unstemmed | Mobile Phones and Outdoor Advertising: Measurable Advertising |
| title_short | Mobile Phones and Outdoor Advertising: Measurable Advertising |
| title_sort | mobile phones and outdoor advertising measurable advertising |
| url | http://hdl.handle.net/1721.1/64448 https://orcid.org/0000-0003-2026-5631 |
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