On OOH modern research methods

1947

TAB (Traffic Audit Bureau ), USA, first preliminary traffic

measurementsfor OOH advertising

estimation techniques development

Brian Copland (UK): 1st mat. model

for OOH advertising frequency

and coverage calculation

1952 1954

George Milhaly described the use of camera located on the

advertising media for fixation of human eye

1986

Great Britain OSCAR project (Outdoor Site Classification

and Audience Research). Advertising

frame estimation parameters were developed for the

first time

1990-2006

OSCAR project transformation

into POSTAR (Poster Audience

Research)

USA. Arbitron researches. GPS receivers were

used in research for the

first time to track the routes

of people movement

2002 2004

Beginning of eye-tracking systematic

researches

2013

Completion of researches within

POSTAR and its transformation into

Route

Researches history in OOH advertising

1997 August. Monitoring started in 15 cities

1998 First traffic calculations

1999 “OutdoorMonitoring” 1st software for monitoring data analysis, beginning of the frames geocoding process

2000 “PeopleStream” population movements survey

2001 “PlaceVision” planning software

2007 “OdaPlan” software, frequency and coverage calculation

2010 Outdoor Advertising Industrial Committee (OAIC) was created

2011 OAIC has chosen the sole researcher of OOH advertising

Measurements history in Ukraine

Opinion polls

Calculation technique (visibility factor calculation, traffic flows mat. modeling)

Monitoring model (flows intensity estimates)

Diary panels

Basic techniques

Flow intensity

Size (long-range capability)

Displacement

Height

Angle of turn

Existence of competition and hindrances

Speed limitation factors

Construction type

Allocation of objects generating traffic

(residential areas, business districts, retail areas, etc.)

Transport network characteristics (number and location of streets, public transport routes)

Behavioral factors (population mobility,

preferences when selecting routes, etc.)

+

Media indices calculation

GPS

Route

Route is the audience research body for outdoor advertising

Eye tracking

Eye tracking or oculography — is a research technology, which identifies and records respondent’s pupil (“where the person looks”)

Eye tracking

Angled orientation = base 100%

Viewing priority

Viewing Engagement

Viewing frequency

Total factor

Medium size (3-10 m sq) = basic 100%

Size effect

Viewing Engagement

Space orientationEye tracking

GPS tracking unit — data reception and transmission device for satellite monitoringof cars, people or other objects to which it is attached, using Global Positioning System for exact determination of object location

GPS control

Fixed parameters

X, Y, Z coordinates

Time, date

X, Y, Z acceleration

Temperature

Sound

End of the route

meters

No movement

meters

Green

Red

Dark blueBlue

Beginning of the route

Легенда:Зеленый < 5 метровСиний 5 – 50 метровКрасный нет контактаГолубой без движения

28 000 respondents

86 400 GPS tracks per day

19 bln GPS tracks for 4 years

2 800 000 pathways

Geographic coordinate North orientation Size Type (static, scrolling, digital) Lighting (no, front, back, digital) Distance from which one can see the frame Address

Fixed parameters

• BARB areas• 24 conurbations• 1600 cities• With details of city districts

Geography

• All demographics• Occupation, education, ethnicity• Lifestyle, residence, place of recreation• Buying habits, mass media exposure, etc.

Audience

• All formats, including screens• Outdoor advertising• Tunnels, malls, airports, railway stations, parkings• Buses, metro cars, railway cars

Types

Route

Coverage %OTSGRPs

FrequencyDistribution

Diagramms

Average frequency

CPP

CPT

Maps

Reports in form of maps and tables, XML files, PDF, PowerPoint, or e-mail

Universal advertising campaign planning OOH+TV+.. .+

Targeted OOH campaigns

Package sales

Sales by CPT, GRP, CPP…..

OOH as media prestige increasing

What for ?

Now we know everything about consumers.Where do they go, their world.We can tell exactly who will see

OOH advertising campaign

Route is funded by the members of the IPAO and Outdoor Media Centre and governed by a board of directors that has an equal representationfrom these groups

Sergey SmoliarDirector of Doors Consulting research company

Thank you for your attention!