what company began sales tracking for billboard in 1991?
What company began sales tracking for billboard in 1991?
Answer:
The company that initiated sales tracking for billboards in 1991 was Nielsen Media Research. Established in 1991, Nielsen Media Research introduced a groundbreaking system called the Outdoor Advertising Study (OASYS), which revolutionized how outdoor advertising effectiveness was measured. OASYS provided advertisers, agencies, and media companies with valuable insights into the reach and impact of their billboard campaigns, enabling them to make more informed decisions about their advertising strategies.
Nielsen Media Research’s OASYS system utilized advanced technology and methodologies to track audience exposure to outdoor advertising, including billboards, transit ads, and other out-of-home media formats. By collecting data on audience demographics, viewing habits, and exposure frequency, OASYS offered advertisers a comprehensive understanding of the effectiveness of their outdoor advertising campaigns.
This initiative by Nielsen Media Research marked a significant milestone in the advertising industry, as it filled a crucial gap in advertising measurement and analytics. With OASYS, advertisers could now assess the performance of their billboard campaigns with the same level of precision and accountability as other forms of media, such as television and radio.
Over the years, Nielsen Media Research has continued to innovate and refine its methodologies for measuring out-of-home advertising, keeping pace with advancements in technology and changes in consumer behavior. Today, its legacy lives on as outdoor advertising remains a vital component of many advertising campaigns, thanks in part to the pioneering efforts of Nielsen Media Research in 1991.