Lack of credible audience measurement data has long bedevilled the South African out-of-home media industry. Now a new high-tech system could help grow its share of adspend. This is according to the August-September 2016 issue of the ‘IMM Journal of Strategic Marketing’, the magazine of the Institute of Marketing Management (IMM).
Unlike print, television and digital publishing, the out-of-home sector has long struggled to provide marketers and their agencies with quantifiable data on impact, reach and other key metrics.
Recently the Out of Home Measurement Council unveiled a measurement model which, it says, will change all that. The council is an industry body launched by key players JCDecaux (formerly Continental Outdoor), Primedia Outdoor, Outdoor Network and AdOutpost.
The model is called ROAD (for Roadside Outdoor Audience Data) and aims to put out-of-home on an equal footing with other forms of media when it comes to audience metrics. The methodology was designed by specialist Spanish-based research company Cuende Infometrics.
“For every billboard and campaign, users will know audience metrics, profiles and demographics. So they can analyse reach, frequency, duplication, impacts and cost-per-thousand,” says company founder Daniel Cuende. “Our research covers all OOH formats that can be geo-positioned on a digital map – including billboards, bus shelters, taxi ranks and urban furniture.”
The system uses satellite data to provide real-time information on human movement patterns around outdoor advertising sites. Interestingly, the model does not necessarily equate passing traffic with advertising contact; instead, it factors in ‘zones of visibility’ and takes account of obstructions, orientation, size of the outdoor advertisement, and even other points of interest in the area.
This data is combined with localised research data that was compiled during a 12-month survey involving more than 15 000 adults. The survey is to be conducted annually in future.