Measuring narrowcasting?

How exactly are advertisers going to measure the results of narrowcasting applications? I mean its not exactly like measuring a “simple” website. People have been discussing this matter for more than a half year now. According to some, the industry is not ready for this kind of measurement. They fear that when people do get the results from the advertisement, it’ll be a disappointment to the advertisers and their clients.

The impact of narrowcasting is not big enough for people to start measuring its results they say. When I read the articles, I was thinking if it was a wrong choice of subject, seeing that even the people in the industry don’t seem to see outdoor advertising and narrowcasting as an important thing. And to top it off, how am people going to measure the results of campaigns when they don’t have a measurement standard. :S

(Sources: Marketing Facts!, Emerce – Dutch)

Edit: for English version of articles, just copy paste url/text in Babelfish. I apologize for the inconvenience.