On OOH modern research methods

1. On OOH modern research methods

2. Researches history in OOH advertising 2004 Beginning of eye-tracking systematic researches 2013 2002 1954 1947 1952 1986 USA. Arbitron researches. GPS receivers were used in research for the first time to track the routes of people movement Completion of researches within POSTARand its transformation into Route George Milhaly described the use of camera located on the advertising media for fixation of human eye 1990-2006 Brian Copland (UK):1st mat. model for OOH advertising frequencyand coverage calculation TAB (Traffic Audit Bureau ), USA, first preliminary traffic measurementsfor OOH advertising estimation techniques development Great Britain OSCAR project (Outdoor Site Classification and Audience Research). Advertising frame estimation parameters were developed for the first time OSCAR project transformation into POSTAR (PosterAudience Research)

4. Measurements history in Ukraine 1997August. Monitoring started in 15 cities 1998 First traffic calculations 1999 “OutdoorMonitoring” 1st software for monitoring data analysis,beginning of the frames geocoding process 2000“PeopleStream” population movements survey 2001 “PlaceVision” planning software 2007“OdaPlan” software, frequency and coverage calculation 2010 Outdoor Advertising Industrial Committee (OAIC) was created 2011OAIC has chosen the sole researcher of OOH advertising

5. Basic techniques • Opinion polls • Calculation technique (visibility factor calculation, traffic flows mat. modeling) • Monitoring model (flows intensity estimates) • Diary panels

6. Media indices calculation Flow intensity Size (long-range capability) Displacement Height Angle of turn Existence of competition and hindrances Speed limitation factors Construction type +

7. Eye Tracking Out of Home GPS

9. Route Route is the audience research body for outdoor advertising

10. Eye tracking Eyetrackingor oculography— is a research technology, which identifies and records respondent’s pupil (“where the person looks”)

11. Eye tracking

12. Eye tracking Size effect Viewing Engagement Viewing priority Space orientation Viewing Engagement Viewing frequency Total factor Angled orientation = base 100% Medium size (3-10 m sq) = basic 100%

13. GPS control GPS tracking unit— data reception and transmission device for satellite monitoringof cars, people or other objects to which it is attached, using GlobalPositioningSystem for exact determination of object location

14. Fixed parameters • X, Y, Zcoordinates • Time, date • X, Y, Z acceleration • Temperature • Sound End of the route Green Dark blue Blue Red Легенда: Зеленый < 5 метров Синий 5 – 50 метров Красныйнет контакта Голубойбез движения meters meters No movement Beginning of the route

15. Fixed parameters • Geographic coordinate • North orientation • Size • Type (static, scrolling, digital) • Lighting (no, front, back, digital) • Distance from which one can see the frame • Address

16. Route

18. Diagramms OTS GRPs Coverage % CPT CPP Distribution Frequency Maps Average frequency Reports in form of maps and tables, XML files, PDF, PowerPoint, or e-mail

19. What for?

20. Now we know everything about consumers. Where do they go, their world. We can tell exactly who will seeOOH advertising campaign Route is funded by the members of the IPAO and Outdoor Media Centre and governed by a board of directors that has an equal representationfrom these groups

21. Thank you for your attention! Sergey Smoliar Director of Doors Consulting research company