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Asian Roll Out for 'Npod'
Nielsen Media Research is commencing the Singapore launch of the Nielsen Personal Outdoor Device (Npod), and plans to launch the measurement system in Hong Kong in the near future.
The size of a cellphone, the Npod uses global positioning system (GPS) satellite technology to identify a user's location, speed and direction of travel. By matching this information with a list of geo-coded outdoor sites, it determines actual exposure to both outdoor displays and transit adverting.
The division's Chairman and CEO Robert McCann said that a sophisticated outdoor measurement tool is long overdue in the region and explained: 'We want to bring some credibility to the outdoor medium that they have not had in the past.'
The system is already in place in South Africa, Chicago and Los Angeles (www.mrweb.com/drno/news5711.htm ), with Singapore going live next week. McCann says Hong Kong's outdoor market is 'vibrant' and is 'one of the markets we want to look at.'
Web sites: www.nielsenmedia.com , www.nielsenoutdoor.com.
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