Subject: [NEXTEL-1] Start-Up Wires Cars for Ad Measurement

From: [email-masked]
Date: Tue, 11 Nov 2003 19:45:18 -0500

November 7, 2003
Start-Up Wires Cars for Ad Measurement
By Pamela Parker

Are online advertising's deep
metrics sparking increased
accountability in all media?
Start-up IQStat is testing a
system that measures in-car radio
listening and exposure to outdoor
ads.

Like Arbitron's Portable People
Meter (PPM), the IQStat system
uses technology to track
previously un-trackable media
exposure. IQStat says it's focused
on measuring consumer behavior
and ad exposure. It considers its
data to be complementary to
what Arbitron provides, although
IQStat will also provide ratings.

"Our focus is on advertisers and
helping them to better understand
radio, and in doing so, helping
them calculate the return on
investment that they get by
advertising on radio," said Carl
Ceresoli, CEO of IQStat.

The company also hopes
broadcasters will sign on to better
gauge audience reaction to their
programming, and to adjust it
accordingly.

There's growing industry
consensus that the common
method of tracking radio listening,
self-reporting through diaries, isn't
reliable enough, nor are data
available quickly enough. Many
observers (IQStat included)
believe advances in technology
and in Internet advertising are
leading advertisers to demand
more accountability for their
advertising spend.

"With the Internet you have the
capability to see the next day
what happened," said Ceresoli.
"With radio, that is non-existent.
That is one of the key things that
we bring to the medium."

Duluth, Ga.-based IQStat
connects a device, about the size
of a VHS tape, to the car radio. It
collects information about radio
listening, and uses global
positioning system (GPS)
technology to track when the car
drives past outdoor advertising.
Every night, data from the device
are sent back to IQStat, which
provides client access to
aggregate data via a Web
interface.

Data collected include: whether the radio is on or off; if someone is listening
to a tape or CD; radio volume level; where the vehicle is located; the station
to which the radio is tuned; the demographics of the listener; and whether the
vehicle is running or not.

IQStat uses "friendly" people, though not company employees, for the initial
test of the equipment because frequent access to their vehicles can be required.
After the test phase, it will recruit panelists through random-digit dialing for
a launch in the Atlanta market. Participants will receive a small monetary gift.
IQStat promises to use the GPS to help participants find their vehicle should it
ever be stolen.
IQStat offers qualified applicants free access to the data as part of its pilot
program.
The service is expected to formally launch at the end of the first quarter of
2004.

http://www.internetnews.com/IAR/article.php/3105831

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