Hasta La Creative!

Outdoor advertising has not exactly been known for its innovations in audience measurement. But CBS Outdoor — now Outfront Media — is experimenting with new metrics from Dash Labs that promise to tell advertisers more about driver demographics, the types of cars they drive, and even where they were headed when they drove by a highway billboard.

The companies conducted a three-month test earlier this year that gathered 500,000 pieces of data about the people who drove by an outdoor sign near Los Angeles, according to Jamyn Edis, co-founder of Dash.

Now that most drivers cruise the highways with their phones in tow, new metrics could be on the horizon for outdoor advertisers. Dash Labs gathers data from people who use its Dash mobile app. The company pulls data from a small device — the same kind used in Progressive’s Snapshot program — that can be installed under the steering wheel of any vehicle made after 1996. Though typically used by mechanics to diagnose car problems, the devices actually track a variety of data points that can be valuable to drivers and corporations.

Continue reading at AdAge.com