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dc.contributor.authorQuercia, Daniele
dc.contributor.authorDi Lorenzo, Giusy
dc.contributor.authorCalabrese, Francesco
dc.contributor.authorRatti, Carlo
dc.date.accessioned2011-06-16T14:33:03Z
dc.date.available2011-06-16T14:33:03Z
dc.date.issued2011-04
dc.identifier.issn1536-1268
dc.identifier.urihttp://hdl.handle.net/1721.1/64448
dc.description.abstractTelevision 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.en_US
dc.description.sponsorshipEngineering and Physical Sciences Research Council (Horizon project)en_US
dc.language.isoen_US
dc.publisherInstitute of Electrical and Electronics Engineersen_US
dc.relation.isversionofhttp://doi.ieeecomputersociety.org/10.1109/MPRV.2011.15
dc.rightsCreative Commons Attribution-Noncommercial-Share Alike 3.0en_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/3.0/en_US
dc.sourceMIT web domainen_US
dc.titleMobile Phones and Outdoor Advertising: Measurable Advertisingen_US
dc.typeArticleen_US
dc.identifier.citationQuercia, Daniele et al. "Mobile Phones and Outdoor Advertising: Measurable Advertising." IEEE Pervasive Computing, 10.2 (Apr-Jun. 2011), p.28-36.en_US
dc.contributor.departmentMassachusetts Institute of Technology. Department of Urban Studies and Planningen_US
dc.contributor.departmentMassachusetts Institute of Technology. SENSEable City Laboratoryen_US
dc.contributor.approverRatti, Carlo
dc.contributor.mitauthorRatti, Carlo
dc.contributor.mitauthorCalabrese, Francesco
dc.contributor.mitauthorDi Lorenzo, Giusy
dc.contributor.mitauthorQuercia, Daniele
dc.relation.journalIEEE Pervasive Computingen_US
dc.eprint.versionAuthor's final manuscripten_US
dc.type.urihttp://purl.org/eprint/type/JournalArticleen_US
eprint.statushttp://purl.org/eprint/status/PeerRevieweden_US
dspace.orderedauthorsQuercia, Daniele; Di Lorenzo, Giusy; Calabrese, Francesco; Ratti, Carlo
dc.identifier.orcidhttps://orcid.org/0000-0003-2026-5631
mit.licenseOPEN_ACCESS_POLICYen_US


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