WiFi and GPS Combined Move Outdoor Audience Measurement Indoors

SEATTLE--(Business Wire)--
RDPA, LLC, a Seattle, Washington firm that develops advanced
technologies for the media research industry, announced today it is
combining WiFi signal detection with GPS tracking technology to expand
measurement reach of out-of-home advertising exposure.

According to Roger Percy of RDPA, "WiFi signals are gathered,
identified by emission location, and then combined with GPS location
data to construct accurate travel paths through urban canyons,
subways, airports, and retail establishments. It's intriguing to think
that we should soon be able to track consumers past the advertising,
into the store, and perhaps even up to the cash register."

Percy continued, "WiFi signals are everywhere and growing in
number. Our preliminary testing in Manhattan last month showed a
marked increase in numbers of WiFi hot spots over similar testing last
July, and successfully tracked travel through Grand Central Station
and the Fifty-third Street and Lexington Avenue subway station. A
two-hour transit journey in Singapore detected 2,462 WiFi signals,
indicating that this technology has worldwide application."

Under an exclusive licensing arrangement, RDPA with Nielsen
Outdoor, a division of The Nielsen Company, developed a proprietary
GPS device - the Nielsen Personal Outdoor Device, or Npod - about the
size of a cell phone that members of a randomly selected sample carry
in their pockets, place in their cars, or wear like a pager. The
sample member's path and travel speed is aligned with the "visibility
zone" of out-of-home advertising sites, taking into consideration each
site's precise position, size, illumination status, and direction it
is facing. The resulting measurement of opportunity to see delivers
reliable reach, frequency, and site-specific ratings data on real
people, passing real sites, in real time.

Lorraine Hadfield, Managing Director of Nielsen Outdoor, confirmed
that Nielsen is exploring the additional benefits of adding WiFi to
GPS in order to expand Nielsen's ability to better serve the
out-of-home advertising industry.

Percy adds, "The use of radio frequency location techniques, such
as WiFi, to supplement GPS tracking of out-of-home audience
measurement, was incorporated in our original intellectual property.
We have just been waiting for WiFi to become ubiquitous. With a
cumulative one billion WiFi chipsets expected to be shipped throughout
the world by the middle of 2008, we are confident that our
methodology's time has come."

RDPA, LLC
Roger D. Percy, 206-622-3244
rogerpercy@rdp-inc.com

Copyright Business Wire 2008