Out-of-Home (OoH) media has always been in trouble regarding measurements. Although great effort, resources, money and time has been spent in many countries, the complexity of the media - due to its geographical dispersion, volume and granularity - have been a headache for most researchers. The OoH medium has been difficult to measure due to its inherent nature to spread across the country, with each location measuring differently so that averages or simple models do not suffice to show the true potential of the medium. Methods for measuring trips to the locations of OoH audiences have evolved from paper questionnaires, to telephone interviews, to computer-assisted, to tablet- assisted, to using small GPS devices carried by respondents. In all cases, it was always previously expensive and slow. Therefore, when new requirements suddenly appear, due to the âdigital kingâ, it makes the current OoH methodologies appear old, even to more senior research participants. Of course, this impacts the perceptions of the media itself, as the media planning tool lacks the advantages of other media such as âfreshâ data. We think that only with the mix of several data sources, each one contributing its strength, can we provide the accurate information that we need for our goal: a worldwide OoH audience measurement.
Out-of-Home (OoH) media has always been in trouble regarding measurements. Although great effort, resources, money and time has been spent in many countries, the complexity of the media - due to its geographical dispersion, volume and granularity - have been a headache for most researchers. The OoH medium has been difficult to measure due to its inherent nature to spread across the country, with each location measuring differently so that averages or simple models do not suffice to show the true potential of the medium. Methods for measuring trips to the locations of OoH audiences have evolved from paper questionnaires, to telephone interviews, to computer-assisted, to tablet- assisted, to using small GPS devices carried by respondents. In all cases, it was always previously expensive and slow. Therefore, when new requirements suddenly appear, due to the digital king, it makes the current OoH methodologies appear old, even to more senior research participants. Of course, this impacts the perceptions of the media itself, as the media planning tool lacks the advantages of other media such as fresh data. We think that only with the mix of several data sources, each one contributing its strength, can we provide the accurate information that we need for our goal: a worldwide OoH audience measurement.
In an era where respondents are losing interest in surveys faster than ever before, research using a mobile app is an ideal research technology for engaging with people at the point of experience. By surveying shoppers in Sweden close to the in-store experience, Google and Ipsos was able to get new, detailed insights regarding the new digital shopping experience. Using an innovative combination of mobile surveying and geo data, the research project was able to collect data very close in time to the actual behavior.
Recent advances allow us to mine GPS data to understand actual shopper journeys. The new technology even lets us detect visits and trigger mobile surveys to shoppers when they are inside specific stores. But how are these technologies relevant for real business needs? And what is the right way to invite shoppers to participate, given privacy concerns around location-sharing on mobile? This talk will discuss âlessons learnedâ when Locately and a retailer client implemented this methodology in the USA to deeply understand shopper journeys during Holiday 2012. We used GPS analytics to detect visits to 7 key retailers of interest: Best Buy, JCPenney, Kohlâs, Macyâs, Target, ToysRUs, and Walmart. Visit-triggered in-store mobile surveys allowed us to evaluate the impact of marketing activations.
Recent advances allow us to mine GPS data to understand actual shopper journeys. The new technology even lets us detect visits and trigger mobile surveys to shoppers when they are inside specific stores. But how are these technologies relevant for real business needs? And what is the right way to invite shoppers to participate, given privacy concerns around location-sharing on mobile? This talk will discuss âlessons learnedâ when Locately and a retailer client implemented this methodology in the USA to deeply understand shopper journeys during Holiday 2012. We used GPS analytics to detect visits to 7 key retailers of interest: Best Buy, JCPenney, Kohlâs, Macyâs, Target, ToysRUs, and Walmart. Visit-triggered in-store mobile surveys allowed us to evaluate the impact of marketing activations.
This paper describes the efforts undertaken by Nielsen Outdoor to create an audience measurement system, based on GPS (Global Positioning Satellite) technology, capable of meeting the commercial and research needs of the U.S. outdoor industry. It describes the deployment of the service in Chicago, and summarises the key elements of the research. In addition, it elaborates on the participative process used with media owners, agencies, advertisers and industry bodies and the importance of that process in creating a 'Gold Standard' currency.
This paper describes the survey designed by Eurisko to measure the reach and the frequency of outdoor advertising in 36 Italian towns and their surrounding areas over a 14-day period. Following the explanation of the whole survey process, this paper focuses on the use of GPS in Outdoor Research, weighing the pros and cons of this collection method compared with alternative techniques such as diaries and phone interviews.
This paper describes the utilization of GPS/cellular technology to record routes/distances traveled by respondents and therefore the opportunity to be exposed to outdoor advertising, providing the opportunity to build reach against various demographic target groups by outdoor advertising. In Canada, the Canadian Outdoor Measurement Bureau (COMB) is currently carrying out surveys using this technology. Planned as a multi-phase program, this first phase was intended to calibrate existing reach-frequency models. Future phases will be used to build a national database of driving patterns, and hence exposures to outdoor advertising, by geographic and demographic targets.