AUDIENCE WARS:OUT OF HOME MEDIA TAKES A STAND

Matt Angus-HammondBusiness Development Lead: Global Key Accounts and Custom Research - GeoPoll

The increases in population and constant changes in the

dynamics of environments, increased fragmentation of TV,

radio and even print, suggest that the oldest form of

advertising, the ‘billboard poster’, whether static or digital,

is still the most cost-effective and impactful medium to

reach the mass or the new niche markets.

One of the major inhibitors to the OOH

advertising industry is the lack of tools to

measure audience and campaign

effectiveness compared with other types of

advertising.

Lyn Jones

IT-Online

How GeoPoll

measures

TV & RADIOaudiences in

Africa

Overnight media data, 365

days a year

SMS/App surveys capture

individual behavior

4 hour recall is most

accurate in the market

Media planning and

evaluation tools increase

ROI

How GeoPoll measures

TV & Radio Audiences

in Africa.

KGMM AVAILABILITYOne consistent methodology, across all countries.

Currently live in:

Cameroon

Mozambique

DRC

Nigeria

Ghana

Rwanda

Cote d’Ivoire

Tanzania

Kenya

Uganda

Ethiopia

Liberia

METHODOLOGY DETAILSA 4 hour recall period provides the most accurate, most cost efficient way to measure media daily.

Minimum 500 completes each block, 4-6 blocks each covering 4 hours each day

Time Survey Conducted

06:00-10:00 10:00-14:00 14:00-18:00 18:00-22:0002:00-06:00 22:00-02:00

KGMM offers the following products, all available 24/7 via an online dashboard:

Online Ratings Book

• Audience size

• Ratings

• Channel share

• Currently available for TV &

Radio, and Print.

Media Planning Suite

• Plan future ad spend based on ratings

data

• Automatically find top-rated slots

• Export plans to Excel for easy buying

Post-Campaign Evaluation Product

• Evaluate prior ad spend based on actual

performance

• See which time slots worked best for your

campaign

KGMM PRODUCTS

TV CAMPAIGN EXAMPLE

• Targets:

Men, 35+, LSM17, Nairobi

• Campaign Criteria:

Maximize reach with optimized TV spots,

budget of KSH 1 million

Period: 1 month

Male Impacts: 21,303,692

Reach %: 8%

Total GRPs: 84 GRPs

Optimized 9 TV Spots:

84 GRPS for Target Market

TV CAMPAIGN EXAMPLE - NATIONWIDE

• Targets:

Men, 35+, LSM17, National

• Campaign Criteria:

Maximize reach with optimized TV spots,

budget of KSH 1 million

Period: 1 month

Male Impacts: 148,570

Reach %: 9%

Total GRPs: 74 GRPs

Optimized 9 TV Spots:

74 GRPS for Target Market

Cost per GRP:

Nairobi: KSH 11,226/-

National: KSH 12,743/-

Measuring the ROI of an TV campaign in

terms of the impact on consumer

perceptions and behavior.

Campaign tracking survey conducted by GeoPoll in Nigeria

Weekly matched samples of Nigerians who were the primary category purchasers for their household

TV campaign tracked was for a for a category-leading FMCG brand

Tracked metrics such as overall advertising awareness, specific campaign awareness, recent usage and frequent usage

Week 1 and Week 12 data compared here

ALTHOUGH ADVERTISING AWARENESS FOR THE BRAND WAS ALREADY VERY HIGH, THE

CAMPAIGN STILL DROVE A SIGNIFICANT INCREASE IN CAMPAIGN RECALL

56% 55%

87%95%

10%

22%

Week 1 Week 12

Seen Advertising for Brand X Seen Brand X Campaign recently Seen Specific Campaign

THE CAMPAIGN DID NOT SIGNIFICANTLY SHIFT BRAND USAGE METRICS, HOWEVER

49%

47%

44%

46%

Week 1 Week 12

Used Brand X Recently Use Brand X Frequently

OOH MEDIA ROI IS BECOMING MEASURABLE

New methodologies and technologies allow us to calculate audience metrics for OOH channels:

• Impacts• Audiences• Reach• Frequency• GRP’s

For the first time, a common currency is available allowing advertisers to compare OOH with other channels on a like for like basis

QUICK RECAP ON

HOW

OOH MEDIA

MEASUREMENT

WORKS.

The measurement of OOH media audiences in most countries therefore

relies on a combination of survey data and mobility modeling to enable the

audience for all panels to be estimated sufficiently accurately for the market

to operate, while keeping the cost of measurement to an acceptable level.

SMS SURVEYS COMBINED WITH SATELLITE IMAGERY TECHNOLOGY

PRODUCES UNPRECEDENTED DATA ON OOH RATINGS IN MAJOR

URBAN AREAS.

SMS Survey to GeoPoll Respondents

Representative travel panel

Key Demographics

Travel behavior

Up-to-date Satellite imagery

Detailed imagery analysis

Traffic counts

Visibility calculations

Monitor reach and effectiveness of billboards

and other street-side advertisements

Better understand which locations have the

highest audience size on weekdays and

weekends by key demographics

See when and where target audiences travel

throughout the day

MEASURING OOH AUDIENCES IN A GROWING NUMBER OF CITIES ACROSS AFRICA

AVAILABLE:

Nairobi

Johannesburg*

Cape Town*

COMING SOON:

Durban*

Dar es Salaam

Kampala

Lagos

Via OMC in partnership with Ask Afrika/Kuper Research

CAMPAIGN EXAMPLE

• Targets:

Men, 35+, LSM17, Nairobi

• Panel Criteria:

Maximize reach with 5 panels, budget of KSH

1 million

Period: 1 month

Male Impacts: 3,454,000

Age 35+ Impacts: 3,231,000

LSM17 Impacts: 542,000

Total GRPs: 1,550 GRPs

Optimized 5 billboards:

1550 GRPS for Target Market

Cost per GRP:

KSH 645/-

Measuring the ROI of an OOH campaign

in terms of the impact on consumer

perceptions and behavior.

• Pre/post survey conducted by GeoPoll in Lusaka, Zambia

• In partnership with Alliance Media

• Matched samples of Zambians who had passed by specified OOH

locations before and after the instalment of new assets

• Signage was advertising a new variant of an established FMCG

brand

• Tracked metrics such as brand & advertising awareness and

claimed consumption of the new variant

BRAND Y BILLBOARD VISIBILITY INCREASED BY 26% AFTER THE OUT OF HOME CAMPAIGN

STARTED.

33%

67%

No I have Not Seen a Brand Y Billboard

Yes I have seen a Brand Y Billboard

41%

59%

Yes I have seen a Brand Y Billboard

No I haven't seen a Brand Y Billboard

Pre-OOH Campaign Post-OOH Campaign

RESPONDENTS WHO EAT THE NEW BRAND Y VARIANT Z INCREASED BY 9% AFTER INSTALLATION

OF THE OOH SITES.

70% 79%

30% 21%

PRE-OOH CAMPAIGN POST-OOH CAMPAIGN

Yes I Eat Brand Y Variant Z No I Don't Eat Brand Y Variant Z

So what does all this tell us?

OOH, in this case, would seem to be a more cost effective

channel than TV in terms of reach when targeting urban

areas.

Broadcast media such as TV and radio are of course

better at saturating an entire nation or region including

rural areas, if that is what the strategy requires.

In terms of their ability to influence behaviour,

compelling, exciting content is of course what makes the

difference. A poorly executed TV campaign will be beaten

every time by a great OOH execution, and vice versa.

Thank Youwww.geopoll.com

Matt Angus-HammondBusiness Development Lead: Global Key Accounts and Custom Research - GeoPoll