webinar – january 13, 2009 -...
TRANSCRIPT
Place Based AdvertisingWebinar – January 13, 2009
Introduction• Overview of the Place-based media space with a
focus on digital out-of-home (DOOH) media.
• Why is DOOH growing now?
• Who are the major players?
• What are the audience/campaign measurement metrics?
• How is it measured today… tomorrow?
• Summary and Questions.
What is Digital Out-of-home?
Merging media• Digital place based media is where out-of-home
meets broadcasting.
Sizing up the opportunity• Signage vary from intimate personal screens
to huge wall sized plasma displays to non-traditional positioning.
Degrees of sight, sound & motion• Content varies from simply text to animated
posters to TV style video. Some have audio, most do not.
Info, news, entertainment & ads• Some networks are purely ad driven while others
include information, news or entertainment.
All forms of ads• Advertising units varies from:
• simple logos
• flash animation
• TV spots
• long form infomercials
Various venues
• Health Clubs• Doctors Offices• Sports Arenas• Restaurants• Bars• Grocery Stores• Big-Box Retailers• Shopping Malls• Entertainment Venues
• Drugstores• Convenience Stores• Department Stores• Salons• Cinemas• Golf Courses• Office Buildings• Airports• Transit Hubs
• Advertising units varies from:
Choosing ad type and content• Advertising and programming choices are made
based on:• Environment – where is the signage?
mall, movie theater, bar, office building, doctor’s office etc.• Demos – who goes to this venue?
Teens, young adults, moms, business professionals• Frequency of visits – when do they visit?
daily, several times a week, a few times a year• Dwell time – how much time do they spend there?
walking through, roaming, waiting on line• Mindset – what is the consumer’s mindset?
leisure, routine, sober
Why is it growing now?
New tech leads to new media habits and media planning• smaller thinner screens fit better into venue
décors.• wi-fi and broadband Internet access allow for
more efficient content and ad delivery (old method was DVD or even VHS)
• swifts in traditional media habitsDVR, online video (impacts TV buys)Satellite radio, online radio, MP3 (impacts AM/FM radio)Internet (impacts newspaper and magazines)
• Increased emphasis on Recency media planning
emphasis on being the LAST message to reach consumers before the buy decision
Who are the major players?
Broadcasters• NBC Everywhere• CBS Outernet• CNN Airport Network• Wall Street Journal Office Network• and more…
Ad Sales Networks• AdSpace Mall Networks• BroadSign• Captivate• Channel M• Healthcare News Network• IdeaCast• NTN Buzztime• Premier Retail Networks (PRN)
• ProLink• Screenvision• Zoom Media
• SeeSaw Networks• Simon Brand Ventures• Target Channel Red• The Wall Street Journal
Office Network• Transit TV Network• Danoo• LevelVision• OnSite Network• I-AM TV
Agencies• Carat• GSD&M’s Idea City• Hyperspace Digital• imc2• Initiative Media• Kinetic• MacDonald Media
• Media Vest• OMG• OMD• OOH Pitch• Outdoor Services• Starcom• Zenith Optimedia
Trade Organizations• Outdoor Advertising Association of America
(OAAA)focusing predominately on digital outdoor billboards and street furniture
• Out-of-home Video Advertising Bureau (OVAB)
focusing exclusively on place based video (digital) advertising
Researchers• Arbitron• Scarborough Research• Edison Media Research• MRI• The Nielsen Company• ShopperTrak RCT Corporation• TruMedia
How is it measured?
OVAB Audience Metrics Guidelines• a set of terms • agreed upon by the major players • designed to help standardize DOOH
measurement• it is not a currency, no accreditation• metrics fall into two categories
• exposure to medium• advertising Return On Investment (ROI)
Exposure Metrics• Vehicle Zone: The physical area in which a
person is able to see and/or hear a specific, place-based advertising vehicle (medium).
• Vehicle Traffic: The number of visits, over a period of time, with presence in the vehicle zone.
• Vehicle Audience: The number of people in the vehicle zone who notice the medium.
• Vehicle Zone Dwell Time: The number of seconds (or minutes) an average audience member is in the vehicle zone.
Exposure Metrics• Average Unit Audience: The Vehicle Traffic,
with Notice, for a unit of time equal to the typical ad unit (viewers per ad)
• Impression: A single exposure to an out-of-home video network, program or message.
• Gross Impressions: The sum of exposures to a schedule of out-of-home video network announcements.
Advertising ROI Metrics• Ad Recall: Percentage of the vehicle audience
who can recall an advertiser on either an unaided, brand aided or visually aided basis.
• *Top of Mind Brand Awareness: Percentage of people who name a particular brand when asked about a consumer category.
• *Purchase Intent: The likelihood a person will purchase a particular brand.
• *Sales Lift: Change in a product’s sell-through before, during and after a campaign.
* typically measured by comparing control and test groups
Research Methodology• On-site research: Observation and intercept
surveys conducted with a random sample of visitors at a representative sample of a network’s venues.
most DOOH research is currently conducted on-site
• Scarborough data: used as traffic estimates for malls and other venues
• Portable People Meter (PPMTM): By encoding the overhead audio (music) in a venue, the PPM local market panels can potentially measure venue traffic and possibly exposure to the medium.
DOOH research does not lend itself to online data collection on average
Summary
The least you need to know• Place-based digital signage varies by screen size,
placement, content, ad format, environment and audience.
• It is a growing media segment.
• Major players are involved, but most networks are still start-ups.
• OVAB Audience Metrics currently used to define audience estimates.
• Most research is done on-site with Scarborough and PPM syndicated data joining the mix.
Questions?Diane Williams Senior Analyst, Custom ResearchArbitron Inc. 142 West 57th Street New York, NY 10019
212.887.1461 212.887.1375 (fax) [email protected]
www.arbitron.com