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THE ESSENCE OF OUTDOOR MEDIA

Due to the high population density, outdoor media is especially a strong channel in large cities. Hundreds of thousands of passing people quickly ensure high coverage and effectiveness of any advertising campaign. Therefore, JCDecaux's main focus is on the capital Tallinn and other regional centers, covering a total of 5 Estonian cities with more than 700,000 inhabitants.
 
  • 69% live in cities From total Estonian population

  • 57% of Estonia's population covered by JCDecaux's network

  • 74% of high earners live or work in JCDecaux Estonia's network

  • 2300+ panels in total

     

    Measuring: OUTDOOR IMPACT

    To measure the contacts generated by outdoor advertising, JCDecaux uses Outdoor Impact Baltics, which is a base survey of outdoor media measurability that is based on international standards. The study has mapped JCDecaux and Clear Channel advertising panels throughout the Baltics - a total of more than 2,000 advertising panels in Estonia.

    Outdoor Impact is a tool that measures the contacts generated by an outdoor advertising campaign. Based on the goals of the campaign, we recommend the right format or combination of formats that will direct the message to the exact right audience.

    As a result of the study, planning tool CAFAS (Coverage And Frequency Analysis System) has been created, which can be used to measure the contacts and other important media metrics of a campaign before the planned launch.


    Components of Outdoor Impact study

    The international Outdoor Impact outdoor media contact survey is based on four large-scale surveys, which are used to calculate the effectiveness of each advertising panel and the coverage of the campaign in different target groups.

     

    4 BASE SURVEYS OF Outdoor Impact

    • 1. Traffic count The number of people who pass each ad

    • 2. Eye tracking study When do eyes stop on the ad?

    • 3. Classification of panels How many passers-by see the ad?

    • 4. Trajectory study Info about the movement of target groups

     

    TERMINOLOGY

    Here are the definitions of important media metrics that are calculated and shared per campaign using the CAFAS program.


    1. traffic flow 

    The number of two-way passers-by during one week. Tallinn traffic flow data comes from Stratum.
     

    2. OTS (Opportunity to see)

    The number of only those passers, who have the opportunity to see the advertisement. Traditionally, OTS is half the traffic flow, as most roads are equal two-way streets.
     

    3. CONTACT VAC (Visibility adjusted contact)

    Based on research, we can calculate the real number of people who make contact with advertising space. This is called contact/VAC. The calculation takes into account several different parameters such as the distance of the advertising space from the road, lighting, the size of the ad, obstructive objects, etc.
     

    4. reach

    The share (%) of the audience that has seen the ad at least once. Example: 93.4% of all 15+ residents see a 2-week eurosize campaign with 70 panels in Tallinn at least once.

    5. Frequency

    How many times, on average, one audience member sees the ad during the campaign. 

    6. EfFECTIVE frequency

    One glance is not enough for your ad to work. A passer-by must see the ad a certain number of times in order for it to work. Example: On average, a passerby must see an eurosize ad at least 7 times for the ad to work. 

    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 coverage

    The percentage (%) of the target audience that has seen your ad at least in the number of effective frequency. Example: 71.6% of all 15+ residents see a 70-page 2-week eurosize campaign in Tallinn at least seven times.

    8. CPT/CPM (Cost per thousand contacts)

    The price of a thousand proven contacts, the calculation of which allows to compare different media channels.  CPT = campaign cost * 1000 / number of contacts

     

    FOLLOW-UP STUDIES

    There are metrics that can only be analyzed post-campaign and are not covered in the previously introduced Outdoor Impact study. Therefore, after the campaign, it's a good idea to do a follow-up performance study to measure, among other things:

    • brand awareness and its increase compared to competitors
    • change in consumer perceptions
    • increase in purchasing intentions
    • memorability of the design and campaign
     

    JCDecaux Estonia conducts about 60 campaign follow-up studies 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 you plan new campaigns and ensure their success. If you are interested in conducting a follow-up study on the campaign, please feel free to contact us.

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