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OUT-OF-HOME MEDIA
“This made it difficult to compare its advertising sites. Interestingly, the other similar systems such as ROUTE PHOTO: GETTY/GALLO IMAGES
effectiveness with other mediums model does not necessarily equate in the UK and MOVE in Australia.
because buyers could receive only passing traffic with advertising contact;
fragmented and unreliable stats from instead, it factors in ‘zones of visibility’ According to the Out of Home
media owners.” and takes account of obstructions, Measurement Council, ROAD will enable
orientation, size of the outdoor local media owners to upload their
NEW MODEL advertisement, and even other points inventories onto a map, create a visibility
In May this year, the Out of Home of interest in the area. model for each advertising site and
Measurement Council unveiled a calculate the corresponding frequency
measurement model which, it says, This data is combined with localised and reach. Advertisers will have access
will change all that. The council is research data that was compiled by SA- to these metrics and can experiment to
an industry body launched by key based market research company Kuper discover what will give them the best
players JCDecaux (formerly Continental Research during a 12-month survey impact for specific target markets.
Outdoor), Primedia Outdoor, Outdoor involving more than 15 000 adults.
Network and AdOutpost. The survey, which is to be conducted WHY RATINGS ARE VITAL
annually in future, analyses factors
The model is called ROAD (for such as the types of transport used by Ratings allow marketers to assess the
Roadside Outdoor Audience Data) and consumers, commuting routes, times of value of certain media in relation to
aims to put out-of-home on an equal travel and distances travelled. others, and make outdoor media easy
footing with other forms of media when to plan, buy and measure.
it comes to audience metrics. The ?
methodology was designed by specialist The new model “It is important for our global
Spanish-based OOH research company makes the medium agency and advertiser clients to have
Cuende Infometrics. highly measurable access to consistent and reliable
OOH measurement in markets
“For every billboard and campaign, Using geo-audited out-of-home around the world,” explains Neil
users will know audience metrics, locations, demographics and visibility Eddleston, Marketing and Research
profiles and demographics. So they can makes it possible to measure who Director for JCDecaux OneWorld.
analyse reach, frequency, duplication, actually sees an ad, thereby delivering “Media buyers and planners in South
impacts and cost-per-thousand,” says dependable audience ratings. Africa now have access to globally
Daniel Cuende, founder of Cuende recognised accountability, increasingly
Infometrics. “Our research covers all The ROAD survey conforms to global commonplace in other OOH markets,
OOH formats that can be geo-positioned out-of-home audience measurement and directly comparable with other
on a digital map – including billboards, guidelines set by the European Society major advertising media platforms.
bus shelters, taxi ranks and urban for Opinion and Marketing Research’s ROAD is a leap forward, permitting
furniture. The system offers data for Global Guidelines on Out-of-Home customers to recognise the true
every conurbation (urban region) with a Audience Measurement. According potential and value of the out-of-home
population of more than 8 000 people. to the guidelines: “The measurement medium in South Africa”.
of OOH media audiences in most
HOW IT WORKS countries relies on a combination of Lyn Jones, Marketing and Research
ROAD is built on Quantum software, survey data and mobility modelling Manager for sub-Saharan Africa at
which is the result of a partnership to enable the audience for all panels JCDecaux, says that OOH (according
between Cuende Infometrics and (advertising sites) to be estimated to Nielsen’s Adex report on advertising
Telmar Group, an American company sufficiently accurately for the market expenditure) claims 4% of the
that develops solutions for media to operate, while keeping the cost of advertising spent in South Africa.
planning and management, and which measurement to an acceptable level.” “We [know] that this is under-read as
uses audience measurement data to approximately 50% of the OOH media
enable reliable OOH measurement. The methodology applied by Cuende owners in South Africa do not submit
has been proven in Pakistan and in their data to Nielsen for advertising
Quantum utilises satellite data to auditing purposes. After analyses we
provide real-time information on human estimate the industry to account for
movement patterns around outdoor about 10% of ad spend. We believe
media owners and planners alike
34 strategicmarketing August–September 2016
