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Updated:
7/13/2001 12:11:00 PM
Viewer Measuring Systems in Works for Truckside Ads
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(TT File Photo)
The truckside advertising business could draw more customers before long, as new technology for the first time gives advertisers the ability to measure potential viewers. |
Truckside advertising sales may get a boost in the next few years thanks to a new viewer measurement system that can help advertisers better target their audiences, according to trucking and advertising industry officials.
Communications equipment that uses the global positioning system to track the location of trailers is the key ingredient of the new system, which is designed to verify how many people are exposed to a mobile ad.
The Traffic Audit Bureau for Media Measurement, a New York-based research and survey organization, made its predictive software and auditing services available to truckside advertising brokers 18 months ago.
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Staff Reporter
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