Digital out-of-home advertising aggregator Adcentricity this morning announced a deal with out-of-home researcher Peoplecount to provide simple, easy-to-afford third-party research on audience reach
and effectiveness of campaigns running across its various networks. The offering, dubbed Research Lite, utilizes Peoplecount's award-winning methodology, which is based on the Traffic Audit Bureau's
standard for factoring out-of-home audience exposure based on how visible it is to consumers exposed to it. Adcentricity said it just completed one of the research programs for Zenith Optimedia's
Verizon Wireless account showing both the reach and impact of a North American campaign, including detailed demographics of who was reached, and how aware of and influenced they were by the
advertising they were exposed to. Adcentricity said the Research Lite studies can be implemented for as little as $4,200, and cover a variety of out-of-home locations within a market. Peoplecount's
method won MediaPost's 2009 Digital Out-of-Home Media Award for the research category.
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The Research Lite initiative launched by Adcentricity and Peoplecount is designed to measure the effectiveness of particular digital out-of-home advertising campaigns. Peoplecount also offers award-winning methodologies for measuring advertising circulations.