Navigauge To Measure Radio.

Navigauge, a media and market intelligence company, announces the launch of a new standard for broadcast radio measurement that could have a significant impact on the buying behavior of advertisers and the selling strategy of broadcasters. Navigauge is the first to combine in-vehicle radio audience measurement and global positioning electronically, a dramatic advancement beyond anecdotal data capturing methods started 50 years ago and still in practice today.

“The 21st Century consumer has become truly mobile. Data, telephony and media are all delivered and consumed on the go – and consumer choices will only grow over time,” explains Tim Cobb, CEO of Navigauge and a pioneer in using technology to capture relevant advertising knowledge. To understand the mobile consumer, you have to be right there with them. So we’ve taken data collection in a new direction, transforming the way in-vehicle consumer behavior is measured.”

Early Panel Tests Demonstrate the Power and Accuracy of Navigauge

Navigauge provides a new level of insight into consumer behavior by combining a statistically valid panel with its patent-pending Navigauge monitoring device that captures in-vehicle activity with no distraction to the driver or exhaustive level of data entry. Particularly relevant to advertisers, retailers, satellite and broadcast radio and government agencies, Navigauge delivers a rigorous data analysis system that can pinpoint an accurate assessment of consumer behavior – where drivers are, what they are listening to and for how long.

“Any tool that can capture consumer behavior with that degree of accuracy and demonstrate the current degree of inaccuracy in the marketplace, can potentially have serious implications in the way advertisers spend dollars,” states Eric Hyman, J. Walter Thompson Technology, a division of JWT, the largest advertising agency in the U.S. “This type of technology has the potential to influence media buys, radio programming, travel patterns and retail locations to name a few.”

“We can help companies make smarter decisions based on observed, not anecdotal data; that’s data that offers companies new insight into consumer mobility and behavior,” explains Navigauge Co-Founder and President Carl Ceresoli. “It’s the combination of accurate audience measurement and global positioning that can influence more intelligent programming decisions, increase the return on content investment and accelerate subscriber acquisition.”

For more information at http://www.navigauge.com