Measuring Audience Reach Of Outdoor Advertisements
针对户外广告缺乏验证的覆盖测量问题，提出使用蓝牙记录追踪行人，获取匿名唯一ID以测量广告的频次和覆盖范围，并通过单个广告案例验证了方法的可行性。
<h3>ABSTRACT</h3> Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated. The use of Bluetooth logging has been applied successfully to tracking human movement, which demonstrates its potential for measuring the reach of outdoor advertising. Bluetooth can provide researchers with a method of obtaining unique and anonymous IDs for passersby, which leads to detailed measurements for the frequency and reach of outdoor advertising. A proof of concept using a single outdoor advertisement is provided, although the method could be expanded to multiple sites and for longer durations.