DOOHA Finalist: Nielsen's Digital Out-of-Home Pocketpiece
Most Innovative Research/Metrics/Planning System
Nielsen's Pocketpiece measurement is based on a patent pending hybrid methodology that makes use of transactional information, standard traffic data and intercept studies. The combination of this different data results in monthly reporting of traffic data augmented with periodic in-person intercepts to capture demographics, dwell time and qualitative data like advertising recall and involvement. This methodology allows networks to keep their research timely and reflective of seasonality and evolving marketplaces, as well as providing greater accountability.