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.
Imagine that you can see everything from the sky, imagine that you can track all the movements of the people in each city, imagine you crunch all the numbers, think how many decisions would help this data, imagine how outdoor media would transform the impact on the real estate, retail or franchise industry. Now is the time of the new paradigm, taking into account the strength of traditional research and adding steroids with Big Data. The project is an hybrid approach with multiple sources, from high-res satellite images, tracking devices and carrier mobile data. Allowing impossible research until now, in developing countries and expanding opportunities in the developed ones. Using high-tech, almost a sci-fi approach, this is one of a kind, finally allowing the same outputs across all countries.
Imagine that you can see everything from the sky, imagine that you can track all the movements of the people in each city, imagine you crunch all the numbers, think how many decisions would help this data, imagine how outdoor media would transform the impact on the real estate, retail or franchise industry. Now is the time of the new paradigm, taking into account the strength of traditional research and adding steroids with Big Data. The project is an hybrid approach with multiple sources, from high-res satellite images, tracking devices and carrier mobile data. Allowing impossible research until now, in developing countries and expanding opportunities in the developed ones. Using high-tech, almost a sci-fi approach, this is one of a kind, finally allowing the same outputs across all countries.
The main goal of the research in this presentation was to determine the effectiveness of particular types of OOH ad and the impact of these ads on the parameters of advertised brands. The test consisted of two parts: a city tour accomplished in a driving simulator (respondents equipped with eye-tracking glasses were driving in a simulator which took them along the programmed route, ca. 7 minutes) and an in-depth CAPI interview combined with implicit methods
The advanced technology of Eye Tracking is used to understand one of the most antecedent marketing options, advertising in Out-of-Home media. The subtlety and misattribution of traditional survey responses to Out-of-Home is by-passed with Eye Tracking. It captures real environments, real behaviours and real-time consumers with untethered glasses in place-based media. The research results provide take-outs for creative around what elements get attention. Media take-outs look to connect media objectives with a greater understanding of how this media is consumed.
The 'long tail' of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. Current reach/frequency and optimization models generally work from the 'bottom up' as individual media units are selected and combined one at a time. This paper describes a 'top down' solution for Out-of-home and its broader implications for increasingly fragmented media, notably digital and on-line, whose currencies are produced by the integration of diverse data sets.
New winds are blowing with the sound of bits and chips, making irreversible and deep changes in the media, from content to audience measurement. Until this point, most audience measurement systems have not kept pace with such changes. However, Out of Home is another story. 'Digital' is contributing to make Outdoor into something stronger, flexible and fast (soon even cheaper). It helps plan in timeframes, dayparts, local content. New audience measurements provide accurate information for users/advertisers/buyers in OoH even in this new digital stage.
This paper focuses on the improvements introduced in 2007/08 based on the new technologies such as the a-gps technology for fieldwork and the ooH product analyzer software for complete media planning and buying process.