Research Lite has been developed under a partnership with out-of-home researcher Peoplecount, with Verizon Wireless as the first client.

The service combines pre-packaged and customised research studies on campaigns in any North American market, allowing clients to track factors including demographics, awareness/notice, recall, sales uplift and brand awareness.

Kelly McGillivray, president and chief methodologist of Peoplecount, said: “This type of offering is an efficient way to help prove the value of the medium to the advertising community… The largest challenge in this project was developing off-the-shelf packages to bundle cost-effective services that provide accountable data for the advertiser.”

Adcentricity’s CEO Rob Gorrie said: “We believe Research Lite will be a key service in driving the medium forward and getting brands comfortable with leveraging the true capabilities of digital out-of-home in their campaigns.”