NEWAD PROMOTES NEW COUNTING METHODOLOGY
By Adnews Staff
The president of Montreal-based Newad, Michael Reha, is currently on a national tour of Canadian agencies to promote the company's new counting methodology for indoor advertising. The system, called Traffik, was developed in association with TranSearch Group and under the supervision of the technical committee of the Canadian Outdoor Measurement Bureau. According to the company, this methodology is the only one for indoor advertising accredited by the bureau. "Indoor advertising has been around for about a decade, but no method had yet been developed to evaluate its specific impact," said Reha. "Since there was no reference, we decided to create one." The method calculates the circulation of people through a specified zone around an advertising display. The data comes from on-premise automatic and manual counting. The result is a measure of average impressions per face.