Mobile Phones and Outdoor Advertising: Measurable Advertising

Online advertising is the fastest growing advertising medium, not least because it can track not only how long someone was on a webpage with an advertisement but also how many times someone clicked on that ad. By contrast, outdoor advertising has not reached its full potential because it cannot measure return on investment. People spend 27 percent of their time exposed to outdoor advertising, but such forms of advertising attracted only 5 percent of US media spending in 2008. The problem is that, for measuring advertising effectiveness, media planners currently rely on gross traffic numbers or circulation counts from the Traffic Audit Bureau, which represent historical data that has never been audited.