poc results - eng

8/1/2019 Poc Results - Eng

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copyright D&D Research, 2010

Structured evaluation of theeffectiveness of POC project

Complex quantitative research report

MarchApril 2010


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Methodology. Objectives

Measure of general attitude/behavior elements towards outdoor;

Main performance elements of measure for POC:

notoriety spontaneous association and the predetermined list of

adjectives

assessment / rejection, understanding the message exposureparameters (when, where, how often, how, etc.).

assessing overall efficiency;

Measurement of extensive demographic factors


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Methodology. Framework

Research structure

Two separate research modules differentiated mainly byinvestigating the target audience:

(a) media expertsooh media buyers and media directors

(b) final consumers

Data collection was conducted from the fourth week ofexposure to the message (from 27th of February), two researchmodules were undertaken simultaneously.


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Methodology. Framework

(a) Media experts Semi structured interview conducted face to face (PAPI) by trained

operators. The interview was conducted under a special questionnaireconsisting of dedicated quantitative and qualitative components.

Sample size: 44 specialists who could provide relevant information tothe media industry.

(b) Final consumers Face to face structured interview conducted by operators on the field

on a questionnaire designed specifically for this approach. Sample size: 1103 respondents; Sample characteristics: a nationally representative distribution, in the

five largest cities of Romania (Bucharest, Timisoara, Cluj Napoca, Iasi,Brasov, Constanta), age 14-45, normal distribution by gender for thesample design; error is within 3% for 95% confidence interval;


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Attitudes and opinions about outdoor advertising

Top 3 choices from the list

N=1103 (full sample)

A2.Please completethe followingstatements that mightdescribe your view on

outdoor advertising.

Please choose the firstthree of these claims!

78,2

58,2

44,8

43,6

42,9

31,9

31,7

25,5

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Outdoor advertising informs me on new brands or

products

Outdoor advertising make the products / brands

stand out from the crowd

Outdoor advertising reminds me of ads from TV or

other places

I have recently seen some truly useful ads on the

outdoor panels

I have recently seen some truly ingenious ads on the

outdoor panels

Some outdoor ads strongly catch my attention

Outdoor ads are something I can watch when I am

out in the public space

There are some outdoor ads I remember from a very

long time

Atti tudes / Opinions on outdoor

Panels are good, "useful" in certain specific life situations;Panels also act as "keep inform" consumers about what's new on the market;


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Opinions about outdoor advertising

Unique, open answer.

Re-coded.


A1.Please briefly describeyour opinion about outdooradvertising (billboards withads).

84,1

33,8

11,3

26,4

7,6

2,9

2,1

1,9

3,9

10,1

15,9

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

POSITIVE OPINION

I have a positive opi nion: they are useful

They are interesting

They are a source of information

They are impactful / catch attention

They are funny / they drive away boredom

They make the city more beautiful / colorful / light full

They are useless: wasted energy and money

I am indi fferent to them

They are too many / annoying / clutter the city / they

bother me

NEGATIVE OPINION

Opinion on Outdoor

84% of survey participants have a positive attitude towards outdoor advertising ingeneral;


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Opinion on outdoor advertising. Distribution by AGE

Unique,

open, re-coded

answer

A1. Please brieflydescribe your opinionabout outdooradvertising.

33,8

11,3

26,4

7,6

2,9

2,1

1,9

3,9

10,1

43,7

9,9

23,9

2,8

1,4

4,2

0,0

7,0

7,0

33,1

11,1

29,3

8,4

1,4

1,0

2,4

4,5

8,7

33,4

12,3

27,1

7,0

2,5

2,0

2,5

3,0

10,1

32,9

10,7

23,6

8,6

4,9

2,6

1,2

3,7

11,8

0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0

I have a positive opinion: they are useful

They are interesting

They are a source of i nformation

They are impactful / catch attention

They are funny / they drive away boredom

They make the city more beautiful / colorful / light full

They are useless: wasted energy and money

I am i ndifferent to them

They are too many / annoying / c lutter the ci ty / they botherme

GLOBAL 14-18 19-25 26-35 36-45


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Observation of outdoor advertising. Distribution by AGE

Unique, pre-

coded answer

A3. Regarding outdooradvertising usually youwill say ...

43,3

41,9

13,6

1,2

36,6

47,9

15,5

0,0

51,9

35,5

11,1

1,4

44,5

39,2

15,3

1,0

36,3

49,0

13,3

1,4

0,0 10,0 20,0 30,0 40,0 50,0 60,0

You notice quite a lot of outdoor ads

You notice a few of the outdoor ads

You hardly notice any outdoor ads

You do not notice any kind of outdoor ads

GLOBAL 14-18 19-25 26-35 36-45


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Observation of outdoor advertising. Distribution by PERSONAL

INCOME

Unique,

pre-coded

answer.

A3. Regardingoutdooradvertisingusually you will

say ...

43,3

41,9

13,6

1,2

40,3

43,5

13,9

2,3

42,4

43,2

13,6

0,8

44,2

42,4

13,0

0,4

0,0 10,0 20,0 30,0 40,0 50,0 60,0

You notice quite a lot of

outdoor ads

You notice a few of the

outdoor ads

You hardly notice any

outdoor ads

You do not notice any

kind of outdoor ads

GLOBAL

Low income

(< 1500 RON)

Average

income (1500- 2500 RON)

High income

(> 2500 RON)

Outdoor advertising is currently a global efficiency environment for all the groups ofindividuals.


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POC. Ability to draw attention. Distribution by AGE

Unique, pre-

coded answer. Likert

scale

76,0

5,0

2,3

5,8

11,0

63,4

2,4

4,9

14,6

14,6

77,5

4,9

1,1

6,0

10,4

76,0

5,5

2,8

6,3

9,4

77,0

4,9

2,2

3,5

12,4

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0

>= HIGH degree

Extremely low degree

Very low degree

Low degree

So and so

GLOBAL 14-18 19-25 26-35 36-45

I2. How much did overallthe POC advertise hasdrawn your attention?

please rate on a scale from -3

to +3 where:

+3 means: attract attention

and

-3 means didn't attract

attention


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POC. Ability to attract attention. Distribution by PERSONAL INCOME

Unique, pre-coded

answer. Likert scale.

I2. How muchdid in generalthe POC panelshave drawn yourattention?

please rate on ascale from -3 to +3

where:

+3 means: have

drawn attention

very much

and

-3 means: have

drawn attention theleast

76,0

5,0

2,3

5,8

11,0

72,8

6,1

5,6

5,0

10,6

78,5

3,6

0,8

5,6

11,6

74,4

6,3

1,9

6,3

11,3

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

>= HIGH

degree

Extremely low

degree

Very low

degree

Low degree

So and so

GLOBAL

Low income(< 1500 RON)

Average

income (1500- 2500 RON)

High income

(> 2500 RON)


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POC. Action after observation

I5. Which of thefollowing statementsdescribes the bestwhat you did after

you've noticed POCcampaign?

45,7

20,8

20,6

8,1

4,8

0,0 10,0 20,0 30,0 40,0 50,0

I memorized the image and message

I searched online to find out more

I have asked my closed friends and family if they

have seen it too

I have looked around in stores to find out the

product

I have followed TV and radio to find out more

POC - induced behavior

Unique, pre-coded answer.N=703 (people who have

noticed POC posters)


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POC. Notorietate publicitate stradal.

Summary


POC

Top of Mind:Think of the advertising messages

you've seen lately on street panels,

please mention first of them that

comes to your mind.

Spontaneous memory:Think of the messages you've seen

lately on street panels, please mention

a few.

Prompted recognition:Have you seen recently any of the following

commercials on outdoor panels?

POC campaign had a powerful impact, reaching in 5 weeks from 0 to a notoriety level that can becompared with others prestigious brands in the market.

6.00%

32.30%

63.70%

0.00% 10.00

%

20.00

%

30.00

%

40.00

%

50.00

%

60.00

%

70.00

%

Top of Mind

Spontaneous

memory

Prompted

recognition


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Conclusions. Media Experts

impact and coverage are the most important criteria used byspecialists when planning an outdoor campaign;

84% of specialists have noted that POC layout attract moreattention than the other outdoor advertising layouts;


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POC. Ability to draw attention

Unique, pre-coded answer.Likert scale.

N=38 (people who have

noticed the POC campaign)

I2. How much did ingeneral POC panelsdraw your attention?

please rate on a scalefrom -3 to +3 where:

+3 means: have drawn

attention very much

and

-3 means: have drawn

attention the least

84,2

5,3

5,3

0,0

5,3

26,3

21,1

36,8

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0

>= HIGH degree

Extremely low

degree

Very low degree

Low degree

So and so

High degree

Very high

degree

Extremely highdegree

POC - catching attention


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Factors that influence the decision to conduct an outdoor campaign

Top 3, choose from list

N=44 (full sample)

A2. Which of thefollowing parametersinfluence the mostyour decision whenplanning to make anoutdoor campaign?

Please sort ascending

from that that influences

the most the first place to

that that influences the

least.

.

74,3

51,8

39,5

37,7

27,0

26,8

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0

Impact

Coverage

Financial accessibility

Proximity to selling point

Maintaining awareness

Complementarities with

other media

Decisional elements

Impact and coverage are the most important criteria used by specialists when planningan outdoor campaign;


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Thank you!

News Outdoor RomaniaMarcel Iancu, Nr. 3 - 5, Sector 2

Tel : 212.13.19Fax : 212.13.48

Mobil: 0727.049.9070741.079.170

www.newsoutdoor.ro

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