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ESPAR - AnalystESPAR - Analyst
EEvaluation ofvaluation ofSSites andites and
PPosterosterAAudienceudienceRResearchesearch
Credential Presentation Credential Presentation March 2007March 2007
ESPAR-AnalystESPAR-Analyst
Established in 1992 by a group of Moscow State Established in 1992 by a group of Moscow State University geographers and cartographers University geographers and cartographers (“Analyst”)(“Analyst”)
Since 1996 – “ESPAR-Analyst” - specializing in Since 1996 – “ESPAR-Analyst” - specializing in outdoor researchoutdoor research
Types of research provided Types of research provided
Outdoor advertising monthly monitoringOutdoor advertising monthly monitoring• Based on geographical-informational systems Based on geographical-informational systems
(GIS)(GIS)
OOH potential audience measurement OOH potential audience measurement (evaluation) for individual sites(evaluation) for individual sites
Estimation of key media indicators (reach / Estimation of key media indicators (reach / frequency) of advertising campaignsfrequency) of advertising campaigns
OOH posters awareness researchOOH posters awareness research
ESPAR outdoor research conceptESPAR outdoor research concept
Monthly monitoring of OOH
Electronic maps of cities (GIS)
Traffic and Pedestrians
flows measurement
OOH formats locations data
Population density data
Poster awareness research
Mathematical modeling of
OOH campaigns evaluation
Traffic modeling per
cities
GR
P,
Reach,
Frequency,
etc.
Travel Surveys
OOH sites scoring (ratings)
OOH ad volumes
Visibility
factors modeli
ng
II. OOH monitoring on GIS basis. OOH monitoring on GIS basis
Dec Dec 1996 1996 - Moscow- Moscow AugAug 1997 1997 - St. Petersburg- St. Petersburg Jul 1999 - other 1mln+cities (12)Jul 1999 - other 1mln+cities (12) Dec 2000 - 32 citiesDec 2000 - 32 cities JulJul 2001 – 50 2001 – 50 citiescities 180180 000 000 ad faces are covered (sizes ad faces are covered (sizes
1.2x1.8+)1.2x1.8+)• Represent about 80% of all OOH sites in Represent about 80% of all OOH sites in
RussiaRussia
Key monitoring objective – make OOH Key monitoring objective – make OOH advertising transparentadvertising transparent
OOH ad volumes (ad spend, brands, advertisers, OOH ad volumes (ad spend, brands, advertisers, product categories) product categories) – – together with TNS/Gallup together with TNS/Gallup AdFactAdFact
OOH media environment – classification of OOH media environment – classification of formats, locations, suppliers/sites ownersformats, locations, suppliers/sites owners
Creation of single database for media planning Creation of single database for media planning possibility (unification of all sites IDs)possibility (unification of all sites IDs)
OOH media clutter analysisOOH media clutter analysis
MethodologyMethodology
1. Development of detailed electronic maps of cities (GIS) 1. Development of detailed electronic maps of cities (GIS)
- Exact link of a site to geo point within a city – - Exact link of a site to geo point within a city – basis basis for monitoringfor monitoring
2. Routes planning to cover city territory2. Routes planning to cover city territory
3. Key data gathering method – visual monthly inspections 3. Key data gathering method – visual monthly inspections of all site locationsof all site locations
4. Development of unique coding (IDs) system and site 4. Development of unique coding (IDs) system and site classificationclassification
5. Development of system of catalogs of brands, product 5. Development of system of catalogs of brands, product categories, advertisers – joint database with TNS Gallupcategories, advertisers – joint database with TNS Gallup
6. Preparation of photo libraries of posters (Moscow, SPb)6. Preparation of photo libraries of posters (Moscow, SPb)
7. Supply information in consumer required format – 7. Supply information in consumer required format – possibility for both statistical analysis and mapping possibility for both statistical analysis and mapping capabilities (ODA-Stat) capabilities (ODA-Stat)
Collecting information: routes planningCollecting information: routes planning
Information gathering: maps preparation for inspectionInformation gathering: maps preparation for inspection
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Information gathering: maps preparationInformation gathering: maps preparation
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OOH sites in MoscowOOH sites in Moscow
OOH sites in MoscowOOH sites in Moscow
OOH sites in MoscowOOH sites in Moscow
OOH sites in MoscowOOH sites in Moscow
Library of postersLibrary of posters
Methodology: Methodology: key indicators registeredkey indicators registered
1. Unique ID1. Unique ID
2. Address2. Address
3. Type of display3. Type of display
4. Size4. Size
5. Site owner 5. Site owner
6. Average estimated market price6. Average estimated market price
7. Brand advertised7. Brand advertised
8. Product category / service type8. Product category / service type
9. Advertiser9. Advertiser
ODA-Stat ProgramODA-Stat Program
ODA-Stat:ODA-Stat: selectionselection of cities and period for analysisof cities and period for analysis
ODA-Stat:ODA-Stat: statistical analysis statistical analysis ((address programsaddress programs))
ODA-Stat: creation of address program with given ODA-Stat: creation of address program with given criteria and filterscriteria and filters
ODA-Stat: selection of criteria and symbols for mappingODA-Stat: selection of criteria and symbols for mapping
Ex.: Moscow, March Ex.: Moscow, March 20042004, , 3 х 63 х 6 billboards billboards
Advertisers, selected for analysis (mobile operators)
Detailed mapDetailed map
Ex.: Chelyabinsk, March Ex.: Chelyabinsk, March 20042004, , 3 х 63 х 6 billboards billboards
II. OOH potential audience II. OOH potential audience measurement measurement
((Site Evaluation)Site Evaluation)
““Of all the major media,Of all the major media,
Outdoor is by far the mostOutdoor is by far the most
difficult to research.”difficult to research.”
Chris Dickens,Chris Dickens,
Former chairman, POST Former chairman, POSTARAR
General approach to measurement:General approach to measurement:
Vehicular and Vehicular and Pedestrians flows Pedestrians flows x x
Visibility factors of each ad face Visibility factors of each ad face = =
Potential audience (OTS – Opportunity to See)Potential audience (OTS – Opportunity to See)
Combination of long-term and short-term measurementsCombination of long-term and short-term measurements
Long-term (during a day) at key spots – opportunity to Long-term (during a day) at key spots – opportunity to identify typical daily curves of traffic flows identify typical daily curves of traffic flows
Short-term (10 min in rush hours) – opportunity to Short-term (10 min in rush hours) – opportunity to estimate flows for road segmentsestimate flows for road segments
Recalculation of short-term counts into daily volumes, Recalculation of short-term counts into daily volumes, based on typical daily cycles (math coefficients based on typical daily cycles (math coefficients recalculation system)recalculation system)
Traffic countsTraffic counts
Short-term into daily traffic flows recalculation system (coefficients)Short-term into daily traffic flows recalculation system (coefficients)
Vehicular Traffic Volumes Vehicular Traffic Volumes EstimationEstimation
Identify segments of roads with Identify segments of roads with constant traffic volumes (from constant traffic volumes (from cross road to cross road)cross road to cross road)
Classification, IDs and coding Classification, IDs and coding of road segmentsof road segments
10 min measurements for every 10 min measurements for every flow directionflow direction
Data processing, recalculation Data processing, recalculation into daily flowsinto daily flows
Traffic volumes mapping as a Traffic volumes mapping as a method of data controlmethod of data control
Количество автомобилей в сутки (тыс.)(октябрь 2003)
150,000 - 250,000125,000 - 150,000100,000 - 125,000
75,000 - 100,00050,000 - 75,00025,000 - 50,000
менее 25,000
Model of Pedestrian Flows: MoscowModel of Pedestrian Flows: Moscow
Пешеходные потоки
20 и более15 - 2010 - 15
7.5 - 105 - 7.52.5 - 5
менее 2.5 тысяч
Public Transit RoutesPublic Transit Routes
Маршруты автобусов
Маршруты троллейбусов
Маршруты трамваев
Potential audience measurementPotential audience measurement
Audience composition: people in cars, public Audience composition: people in cars, public transport passengers, pedestrianstransport passengers, pedestrians
People in cars = number of cars x 1.5 (average car People in cars = number of cars x 1.5 (average car occupancy)occupancy)
Public transport: official data on intervals, mapping of Public transport: official data on intervals, mapping of routes, x coefficient 20routes, x coefficient 20
Pedestrians measurements (evaluations) for each Pedestrians measurements (evaluations) for each sitesite
GIS Capabilities: overlaying geocoded databasesGIS Capabilities: overlaying geocoded databases
----
OTS estimationOTS estimation
Identification of “effective” traffic directions for every Identification of “effective” traffic directions for every face of OOH site (up to 3 directions on a cross road) face of OOH site (up to 3 directions on a cross road) and traffic volumesand traffic volumes
Visibility factors estimation for every face, for every Visibility factors estimation for every face, for every “effective” traffic direction“effective” traffic direction
Use of visibility factors for coefficients, decreasing Use of visibility factors for coefficients, decreasing OTS (similar to OSCAR system in UK)OTS (similar to OSCAR system in UK)
Use of modeling for geometric visibility parametersUse of modeling for geometric visibility parameters
Visibility factors and reduction coefficients Visibility factors and reduction coefficients (3 х 6m billboards)(3 х 6m billboards)
Visibility range
Angle
Accentricity
Height
Clutter (other faces
in visibility range)
Visibility obstacles
Distance to street lights
Illumination
Calculation of Rating for ad faceCalculation of Rating for ad face
Gross audience x visibility factors = effective potential daily Gross audience x visibility factors = effective potential daily audience (OTS) audience (OTS)
Rating Rating ((GRPGRP)) = OTS / market population = OTS / market population (18+) * 100 (18+) * 100
Current ESPAR database has evaluations for over 100,000 3х6 Current ESPAR database has evaluations for over 100,000 3х6 m faces in 40m faces in 40 cities of Russiacities of Russia
Software for providing of evaluation data – Software for providing of evaluation data – ODA-ViewODA-View
Integration of maps, detailed plans, photos Integration of maps, detailed plans, photos and evaluation dataand evaluation data
Preparation of sample from evaluated Preparation of sample from evaluated address programsaddress programs
Preparation of ad sites passportsPreparation of ad sites passports Preparation of presentational materialsPreparation of presentational materials
ODA-ViewODA-View
Daily audience (000)
Monthly audience
GRP (18+)
Site owner
Format type
Size Face Number of faces
Transport position Direct road segment
Cost per month
III. Evaluation of campaign III. Evaluation of campaign distribution distribution
(R&F modeling)(R&F modeling)
GRP, Reach, FrequencyGRP, Reach, Frequency
Basic formulaBasic formula
GRP = Reach (1+) * FrequencyGRP = Reach (1+) * Frequency
Campaign GRP is a sum of ratings of all evaluated Campaign GRP is a sum of ratings of all evaluated sites in address programssites in address programs
Average frequency is calculated based on modeled Average frequency is calculated based on modeled daily movement of audience within a citydaily movement of audience within a city
Development of transportation simulation models for Development of transportation simulation models for major cities to evaluate duplication of contactsmajor cities to evaluate duplication of contacts
ESPAR-Analyst Research in Outdoor ConceptESPAR-Analyst Research in Outdoor Concept
Monthly Monitoring(ODA-Stat)
Computer City Maps (GIS)
Traffic and Pedestrian
Counts
Inventory Location Data
Population Census Data
Poster Recognition
Tracking
Math Models for
OOH Campaigns (ODA-Plan)City
Traffic Flows
Models
GR
Ps,
Rea
ch,
Fre
quen
cy
etc.
Travel Surveys
Site Evaluation (Ratings)
Competitive Advertising Volumes
Data Visibility
Factors
Model
Transportation Transportation network (graph) and network (graph) and
residential areasresidential areas
Newtonian gravity Newtonian gravity models for evaluating models for evaluating
daily travel daily travel
Simulation modeling Simulation modeling of Origin and of Origin and
Destination of daily Destination of daily tripstrips !!
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Численность избирателей2003
!! 160,000
!! 80,000
!! 16,000
Estimation of daily reach and frequency: Estimation of daily reach and frequency: ODA-PlanODA-Plan
Program is based on traffic flows modelingProgram is based on traffic flows modeling
Objective: planning and evaluation of OOH campaignsObjective: planning and evaluation of OOH campaigns
Daily reach / frequency measurements for OOH Daily reach / frequency measurements for OOH campaignscampaigns
Work with evaluated individual sitesWork with evaluated individual sites
ODA-Plan. Address program creationODA-Plan. Address program creation
25 faces: evenly distributed campaign throughout a city25 faces: evenly distributed campaign throughout a city
Daily reach and frequency Daily reach and frequency (even distribution(even distribution, , R(1+ ) = 20.3 F = 1.3R(1+ ) = 20.3 F = 1.3))
Duration of OOH campaign factor evaluationDuration of OOH campaign factor evaluation
Industrial standard in OOH in USA and Canada: Industrial standard in OOH in USA and Canada: Gallup Math Model – evaluation of reach and Gallup Math Model – evaluation of reach and average frequency for campaignaverage frequency for campaign
Frequency = (sum of daily GRP’s x number of Frequency = (sum of daily GRP’s x number of days)/100 + K (K = 2 to 6)days)/100 + K (K = 2 to 6)
Reach = (sum of daily GRP’s x number of Reach = (sum of daily GRP’s x number of days)/frequencydays)/frequency
Reach and frequency - 25 evenly distributed ad facesReach and frequency - 25 evenly distributed ad faces
Additional functions of campaigns evaluaitonAdditional functions of campaigns evaluaiton
Analysis of address program split between Analysis of address program split between municipality districtsmunicipality districts
Proximity Analysis – targeting opportunities Proximity Analysis – targeting opportunities (HORECAs, schools, etc)(HORECAs, schools, etc)
User-friendly interface, allowing to prepare User-friendly interface, allowing to prepare presentation materials for each address programpresentation materials for each address program
Poster awareness studies (Poster Track)Poster awareness studies (Poster Track)
Poster awareness researchPoster awareness research
Moscow “norms” for 3x6 campaignsMoscow “norms” for 3x6 campaigns
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0
Cellular Comm
Soft Drinks
Retail
Cigarettes
Cell Phones
Beer
Media
Confectionaries
Cosmetics
Food staffs
Audio Video Photo
Auto
Recognition
Attribution
Google Earth space images andGoogle Earth space images and outdoor sites in Moscowoutdoor sites in Moscow
OOH sites in MoscowOOH sites in Moscow
Thank you for your time!Thank you for your time!
