RT Journal Article SR Electronic T1 Measuring Audience Reach Of Outdoor Advertisements JF Journal of Advertising Research JO J Advert Res FD WARC SP 456 OP 463 DO 10.2501/JAR-2017-057 VO 58 IS 4 A1 Bill Page A1 Zachary Anesbury A1 Sophia Moshakis A1 Alicia Grasby YR 2018 UL http://www.journalofadvertisingresearch.com/content/58/4/456.abstract AB Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated. The use of Bluetooth logging has been applied successfully to tracking human movement, which demonstrates its potential for measuring the reach of outdoor advertising. Bluetooth can provide researchers with a method of obtaining unique and anonymous IDs for passersby, which leads to detailed measurements for the frequency and reach of outdoor advertising. A proof of concept using a single outdoor advertisement is provided, although the method could be expanded to multiple sites and for longer durations.