Audience indicators for geospatial marketing using traffic data from cellular networks

Abstract

This paper proposes a modern approach for the methodology that supports the measure the audience for outdoor poster advertising. The classic approach of conducting complex, limited and expensive studies about human daily routes, related just to a limited type of advertising poster may be enriched using the data that resides in the monitoring infrastructure of the cellular telecom operators over digital maps. Well segmented, this kind of data may reveal important features of the population activity at a large scale. Finally, the fine tuning options in analyzing this kind of data are discussed for future improvements.