The paper describes how to integrate audience measurement and site visibility as the main research approaches in outdoor advertising research in a single concept.
Details are portrayed on how GPS is used on a large scale in Switzerland for mobility analysis and audience measurement. Furthermore, the development of a software solution is introduced that allows the integration of all mobility data and poster location information.
Finally a model and its results is presented for the calculation of coverage of individual poster campaigns and for the calculation of the number of contacts generated by each billboard.