If you buy outdoor aren’t you sick of just having daily traffic figures on which to base your buying decisions? Sure, there’s some other measurement tools but none that give the depth of other media. That is about to change.
Arbitron has finished testing a system in Atlanta using diaries and people meters to gauge billboard viewership. With transponders on cars an on the boards, a GPS-like system can combine the two just like television diary/people meter info is matched with viewership. [via MediaPost]
