Mobile Phones and Outdoor Advertising: Measurable Advertising
Name
Ratti_Mobile Phones.pdf
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17.9 MB
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Adobe PDF
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Author(s)
Quercia, Daniele
Di Lorenzo, Giusy
Calabrese, Francesco
Ratti, Carlo
Date Issued
April 2011
Journal
IEEE Pervasive Computing
Publisher
Institute of Electrical and Electronics Engineers
Citation
Quercia, Daniele et al. "Mobile Phones and Outdoor Advertising: Measurable Advertising." IEEE Pervasive Computing, 10.2 (Apr-Jun. 2011), p.28-36.
Version
Author's final manuscript
Abstract
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.
MIT Department
Massachusetts Institute of Technology. Department of Urban Studies and Planning
Massachusetts Institute of Technology. SENSEable City Laboratory
Terms of Use
Creative Commons Attribution-Noncommercial-Share Alike 3.0
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DOI of Published Version
http://doi.ieeecomputersociety.org/10.1109/MPRV.2011.15
https://doi.org/10.1109/MPRV.2011.15
