Due to the high population density of cities, outdoor media is a strong mass media channel in large cities. Hundreds of thousands of passers-by quickly ensure high coverage and effectiveness of your advertising campaign. Therefore, JCDecaux's main focus is on the capital Tallinn and other regional centers, covering a total of 5 Estonian cities and more than 700,000 inhabitants with an advertising network.
NATURE OF OUTDOOR ADVERTISING
In cities: 69% of the Estonian population
JCDecaux's network covers 54%of the Estonian population
74% of higher incometarget group is covered
2300+advertising faces all over Estonia
Measuring: OUTDOOR IMPACT
To measure the contacts of outdoor advertising JCDecaux uses Outdoor Impact Baltics, a basic survey of outdoor media measurability based on international standards. The survey has mapped the advertising faces of JCDecaux and Clear Channel throughout the Baltics - a total of more than 2,000 advertising panels in Estonia.
Outdoor Impact is a tool that measures the contacts created by outdoor advertising. Depending on the goals of your campaign, we'll suggest the right format or combination of formats to target your message to exactly the right audience.
As a result of the study, the planning tool CAFAS (Coverage And Frequency Analysis System) has been created. It can be used to analyze the contacts generated by advertising and other important media metrics before the campaign.
What is Outdoor Impact based on?
The International Outdoor Impact Outdoor Media Contact Survey is based on four large-scale surveys that calculate the contact and advertising coverage of each advertising face in different target groups.
1. Traffic censusThe number of people who passed for each ad
2. Study on eye movementHow much attention does the ad design recieve?
3. Classification of facesHow many passers-by see the ad?
4. Trajectory studyInformation on the movement of target groups in Tallinn
TERMINOLOGY
Here's an overview of key media metrics we can calculate and share using the CAFAS program.
1. TRAFFIC FLOW
The number of two-way passers-by per week for advertising face, which is used to calculate the following metrics. Data on Tallinn traffic flow comes from Stratum.
2. OTS (OPPORTUNITY TO SEE)
Passers-by with the opportunity to see the ad, which means driving direction is towards the advertising face. OTS is usually half the traffic flow, as most roads are equally two-way.
3. CONTACT VAC (VISIBILITY ADJUSTED CONTACT)
Based on research, the real number of people who come into contact with advertising face is calculated. The calculation takes into account several different parameters such as the distance of the advertising face from the road, lighting, the size of the ad, obstructions, etc.
4. REACH
The share (%) of the audience that has seen the ad at least once. Example: Eurosize campaign with 70 locations for 2 weeks in Tallinn is seen by 93.4% of all 15+ year old people at least once.
5. FREQUENCY
The number of times an average audience member sees the ad during the campaign. Example: Eurosize campaign with 70 locations for 2 weeks in Tallinn is seen by every 15+ year-old on average 23.8 times.
6. EFFECTIVE FREQUENCY
For the campaign to be effective it's not enough to see it once. A passer-by must see the ad a certain number of times in order for it to work. Example: On average, a passerby of an Eurosize ad must see it at least 7 times in order for the ad to work. However, in the case of a billboard, the effective frequency is 5+ times.
Effective frequency, a cornerstone of media planning, says how many times consumers should be exposed to advertising in order for advertising to be the most effective.Ostrow
7. EFFECTIVE REPETITIONAL COVERAGE
The percentage (%) of the target audience that has seen your ad for at least the effective frequency. Example: Eurosize campaign with 70 locations for 2 weeks in Tallinn is seen at least seven times by 71.6% of all 15+ residents.
8. CPT/CPM (COST PER THOUSAND CONTACTS)
The price of a thousand proven contacts, the calculation of which allows comparing different mass media channels. Calculate with the following operation. CPT = campaign cost * 1000 / number of contacts
POST-CAMPAIGN RESEARCH
There are metrics that can only be analyzed post-campaign and are not covered in the Outdoor Impact study presented earlier. Therefore it's a good idea to do a follow-up performance study after your campaign to measure, among other things:
- brand awareness and its growth compared to competitors
- change in consumer perceptions
- increase in purchase intentions
- design and campaign memorability
JCDecaux conducts about 60 post-campaign researches a year. Based on this, we give an overall assessment of the campaign, the suitability of the locations, and how the message was understood. We note all the positives, but also what should be avoided in future campaigns.
Thanks to years of research, we have information on the use of outdoor media in many different business areas. All of this helps to plan new campaigns and ensure their success. If you are interested in following up the campaign, please contact your project manager or JCDecaux Marketing Manager Katri.
