Service Also to Track Exposure by Teenagers to Outdoor Advertising
Nielsen Outdoor is in the process of establishing an independent and accurate technology-based ratings currency for outdoor advertising. The U.S. service was first introduced in Chicago in 2005, and Los Angeles is the second market in this nationwide expansion. The company expects to provide initial results of its Los Angeles data to clients in the fall, and will provide final results in the first quarter of next year.
In order to expand the value of its measurement, Nielsen Outdoor will also begin to measure the exposure of teenagers to outdoor advertising. Teenage exposure has particular importance for advertisers in the film, fast food and soft drink industries.
"This show of support from Starcom MediaVest and Zenith confirms the value of our GPS-based ratings service to the advertising community," said Lorraine Hadfield, Managing Director, Nielsen Outdoor. "As two of the largest and most influential forces in the advertising industry, these companies recognize the enormous potential of outdoor, and Nielsen Outdoor is fully committed to providing them, and all of our clients, with the best means to measure this medium."
"Outdoor advertising is one of fastest growing advertising segments for our clients, so we are pleased to support Nielsen's research to help ensure that we are maximizing ROI for advertising dollars spent in this medium," said Damon Peirson VP Director of Out of Home Services at Zenith Media. "The billboard industry has traditionally lagged behind other traditional media in terms of providing measurement metrics. With this new research effort, there is the potential to be even more accountable than other traditional media."
"Starcom MediaVest Group is the largest buyer of out of home advertising in the country and we support all research that helps us deliver more accountability to our advertiser clients in this medium," said Jack Sullivan, SVP and Director of Out of Home Media at Starcom.
Background on Nielsen's GPS-Based Ratings
Through the patent of its technology partner RDPA LLC, Nielsen Outdoor has proprietary rights to the technology used in GPS-based outdoor ratings. This unique technology enables Nielsen to track the travel patterns of consumers in relation to known outdoor advertising sites, even in difficult urban canyon areas.
At the same time, Nielsen Outdoor uses proprietary devices that are entirely portable, passive and personal, and which track the passage of people as they ordinarily walk, drive or travel in other ways through the marketplace.
Combining these findings with the known locations of outdoor signage, the Company can precisely calculate how many persons see the outdoor ads and identify them demographically. Accordingly, Nielsen Outdoor provides advertisers with the total number of people exposed to outdoor advertising and the frequency of their exposure.
In addition to standard demographics, information about respondents' use of other media, products and services is also collected, allowing greater insight into how different types of consumers are exposed to outdoor advertising and delivering further understanding of the value of this unique medium.
About Nielsen Outdoor
Nielsen Outdoor, a unit of VNU, is dedicated to developing and launching a global audience measurement service for outdoor advertising. VNU is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media measurement and information (Nielsen Media Research) and business information (Billboard, The Hollywood Reporter, Computing, Intermediair). VNU is active in more than 100 countries, with headquarters in Haarlem, the Netherlands and New York, USA. The company employs nearly 41,000 people. Total revenues were EUR 3.5 billion in 2005. VNU is listed on the Euronext Amsterdam (ASE: VNU) stock exchange.
About Starcom MediaVest Group
Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group encompasses an integrated network of nearly 3,800 contact architects specializing in media management, internet + digital communications, response media, entertainment marketing, sports sponsorships, event marketing and multicultural media. A subsidiary of Paris-based Publicis Groupe ( http://www.publicis.com), SMG's network of 110 offices in 67 countries fuels brand-building results for many of the world's leading companies. London is the EMEA regional headquarters of the Starcom Mediavest Group global network. To find out more, please visit http://www.starcomww.com.
About ZenithOptimedia Worldwide
ZenithOptimedia, known as "The ROI Agency," is the world's sixth largest media agency. Part of Publicis Groupe, one of the world's leading global media services agencies, ZenithOptimedia has 170 offices in 60 countries. Advertising Age's 2005 Global Media Agency of the Year, ZO is committed to delivering to clients the best possible return on their advertising investment. This approach is supported by a unique system for strategy development and implementation, The ROI Blueprint. At each stage, proprietary ZOOM (ZenithOptimedia Optimization of Media) tools have been designed to add value and insight.
According to RECMA, ZenithOptimedia is the fastest growing agency in the US over the last three years.
Web site: http://www.nielsenoutdoor.com/