Digital Place-based Advertising Research
Digital Place-based advertising (DPA) is one of the fastest-growing advertising channels in the world, outpacing Internet display advertising, cable and network television – and Edison Research is one of the leading companies in the measurement of this important and effective new medium. In fact, Edison was one of the original contributors to the Digital Place-based Advertising Association’s Audience Metrics Guidelines, and we have since helped scores of companies accurately measure the impact, reach and efficacy of their DPA campaigns.
Edison draws upon its ten year history as the sole provider of Exit Polling data to the major U.S. news networks to develop a cost-effective and sound methodology for measuring opportunity to see, vehicle and advertising reach, dwell time, and other audit metrics, as well as key effectiveness measures like awareness/lift, usage, and willingness to consider. We can also gather important demographic, psychographic and behavioral information about your audience to help optimize current campaigns and inform future ones.
Our national network of over 11,000 trained exit pollsters enables us to leverage our political polling expertise into quantitatively sound consumer exit polling to reach consumers out of home wherever DPA is employed. We have conducted research in all manner of out of home locations, including airports, movie theaters, professional offices and more – in fact, anywhere consumers are in transition and potentially exposed to DPA screens, Edison’s professional interviewers can be mobilized quickly and cost-effectively.
If your company either operates a DPA network, or advertises on one, Edison can provide you with reliable, accurate and credible data to gauge the performance of your efforts. For an example of the type of work we have done in DPA measurement, click here to read about one of our recent projects involving Delta Airlines.