the omc journey - you don't know what you don't...

The OMC journey – You Don't Know What You Don't Know

By Sanna Fourie

Foundation for commissioning an OOH currency

OOH industry historically lacked a comprehensive currencymeasurement.The initial measurement was grounded after it was discovered thatRoger Percy had patented the use of GPS technology for OOHresearch until 2021. The cost of the exercise using GPS technology

was too expensive and the tender was never awarded.

OOH industry and broadcasters resigned from SAARF to pursue theirown mandate. Key objective was to build on the frameworkidentified by Kuper Research in their Future Proofing Framework. LynJones and Terry Murphy were appointed to drive the process.

2012OOH industry resigned from

SAARF

2013 The future of

OOH in SA

March 2013 the OOH industry began discussions regarding the futureof OOH research. Media owners and buyers were included in thediscussions in 2014. A methodology and the OMC JIC structure wasfinalised.

2011SAARF and

OOH Council went out on

tender

Produce consolidated, inclusive and

representative

research covering the

key OOH areas viz: Billboards, Transit, Airport, Gautrain, Malls

and Digital.

Build the credibility of the

OOH industry through strategic marketing efforts

Represent the SA OOH industry in

the global arena(OAAA / FEPE)

Static Roadside formats are

being addressed first

The OMC Vision is inclusive and futuristic

Strong OMC Partnerships

Technical Oversight

Field work partner

Modelling

Data collection covering trips taken in past 7 days, mode of transportation, how regular, start/end times, sequence of trips

Scrutinise the data and oversee of all technical aspects

Overlay of satellite imagery, traffic

counts and trip information

Quantum software provider OOH ratings and media planning software

Ask Afrika’s deliverables

To provide regular trip data for a representative

sample of South Africa in communities 8,000+. Get

details regarding trips taken in the past 7 days in

terms of:

Destination/Purpose of trip

Frequency of trip

Start and end address of each trip

Mode of transport

Time taken to travel to/from destination

To collect individual and household demographics

1

2

You do not know what

you do not know

Unexpected obstacles

1st Unexpected Obstacle

No tracking

devices can

be used:

patency

issues

Solution found

2nd Unexpected Obstacle

What are

the

address specifics of where I

travelled

to?

Solution found

3rd Unexpected Obstacle

Why do you need to know where I have travelled to?

Solution found

4th Unexpected Obstacle

Solution found

Time! . . . I do not have time


Tracking of travel patterns

Solution found


Complexity in trips dataSolution found


Home Work1

Home Work2 Shop

5 times in past 7 days

One needs to be careful not to double count the trip type; home to work, as it is already

counted in point 1. The trip type, Work to Shop and Shop to Home is only occurring once a week

Once in past 7 days

10

Trips

3

Trips

11 Trips


Home Shop Work

Once in the past 7 days

15:00 to 15:30

5 Times in past 7 days

07:00 to 17:00

Home Work Shop

Sequence need to change

TuesdayMonday to

Friday

Fre

qu

en

cy

Tim

eD

ay

of

we

ek


Standardisationof results

Solution found


Availablegeographical

information

8th Unexpected ObstacleBotshabelo Pharmacy: Free State, Botshabelo, Street Name? Street Number?


Letlhabile Clinic, North West, Brits, Street Name? Street Number?


Benchmarks, . . . where?

Additional Quality Assurance

Make sure we

go to the

correct

interviewing

point

Examples of failure - GPS coordinate


Examples of failure - GPS coordinate


AB

Geo-fencingOnly once the

interviewer is

in the Geo-

Fence will the

questionnaire

open up on

the Tablet


Innovation through technology


Building solid foundations takes time

Year 1: 2014

Pilot: Lessons were learned

and we had the opportunity

to understand the complexity

of gathering this kind of data

• In-field reality

• Questionnaire design

• Complexity of trip

sequences

• Address validations and

the cleaning thereof

Year 2: 2015

Implemented pilot learnings

- the implementation of

learnings is still a continuous

process for improving the

total and quality of trip

data.

The changes resulted in an

increase in trip totals with a

high quality of address

information

Data validation, data

scrutiny by Kuper Research

and modelling by Cuende

Infometrics

Data release: Reach and

frequency metrics, CPM,

GRP - available to industry

in Quantum

Year 3: 2016

Field work complete

Consistency of results –

data is stable

Cuende Infometrics

processed the data to be

released to Industry in

September 2017 (combined

2015/2016 n=30 000 for

bigger samples)

Year 4: 2017

In-field with second wave

Note: 2017 data will be

rolled up with 2015/2016

which will give a sample

size of 45 000 – 3 years

rolling

In the Second half of 2017 –

Cuende Infometrics will

update the satellite

imagery from Digital Globe

to adjust to any changes in

traffic patterns - this keeps

the data fresh and relevant.

Significant progress made within 3.5 years

0

10000

20000

30000

40000

50000

2015A 2015B 2016A 2016B 2017A

0

1

2

3

4

5

6

7

8

2015A 2015B 2016A 2016B 2017A

0

20000

40000

60000

80000

100000

120000

140000

160000

2015A 2015B 2016A 2016B 2017A

Rolling Sample Size - 38,291

Rolling Destinations - 144,914

0 Trips – 0.4%

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

500000

2015A 2015B 2016A 2016B 2017A

Rolling Trips – 469,057

n

%

n

n

The SA OMC project is a journey of continuous growth.

A developmental journey where lessons were learned

along the way – still are. The success was not without

its challenges, especially in the early years.

I hope this presentation has shed some light on some

of the biggest challenges and learnings we have

experienced along the way and I really hope there are

a few points you can take home today.

Learnings

Thank You

Thank you!Sanna Fourie

Ask Afrika

the omc journey - you don't know what you don't...

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