In developing of strategies for the brand promotion some companies underestimate the importance of measurement. So the client has the question: why outdoor advertising as an effective communication channel does not bring expected conversion? Marina Soykina, Director of business development of OOH agency Master AD, shares her expert opinion on the importance of measurement and the potential of using of data during the developing of strategies.
Question №1: where can I get the measurements data for analysis and planning?
The Doors Consulting company is engaged in OOH audience measurement in Ukraine. The company won the tender for the provision of such services in the Industrial Committee of outdoor advertising (ICOA) in 2011 . Under the measurement we understand scoring and monitoring. Scoring is the assessment of potential audiences in outdoor advertising. Monitoring is evaluation of past periods of brands' activity in the quantity, quality and monetary investment. Doors Consulting in addition to data provides tools that allow you to simulate the required level of advertising exposure on the audience, to calculate reach and frequency response campaigns to achieve their goals.
In Ukraine OOH measurement data are mainly bought by advertising agencies, by owners of planes and by some companies that promote their products and services without agencies' help. The company can use OOH measurement data by signing a contract and paying for services. However, you need to have enough experience, expertise and knowledge of the peculiarities of perception of outdoor advertising in order to develop a successful strategy. The strategy, which will be adjusted to the exact level of impact at the target audience, audience reach, frequency, duration, channels of communication in outdoor advertising and other parameters.
The question of the effectiveness of advertising media is very important for operators and outdoor advertising agency. Agencies buy measurements which help to evaluate the effectiveness of advertising investments and invest in the development of their own tools. Moreover, they run their own measurements jointly with other companies. For example, in 2014 the study of advertising on transport was carried out and its results have determined that using a mix of transport and outdoor advertising reaches more results than using the channels separately. The Master AD Agency together with the company MediaPoint conducted Indoor market measurement, distribution share by segment, prospects of development.
Question №2: are the data reliable?
Audience measurement results updated on the basis of measurement and conversion of current passenger traffic twice a year: in the spring and in the autumn. In addition, significant changes in the movement of vehicles and pedestrians and their causes are monitored monthly, and every quarter data are corrected. So the accuracy of the data is a priority.
Question №3: how can we use measurements data?
Analysis of monitoring data helps to answer a lot of questions before starting the planning process, to form a vision of what direction the company needs to move. These studies allow us to see the condition of the outdoor advertising market, assess the strength of the competitors, their strategies, to form understanding what budget is necessary for the competition. In addition, there is a unique opportunity twice a month to get a photo of each advertisement for the qualitative assessment of exposure, inventory, advertising plot. This service is unique. It is only in Ukraine.
Only when it gets a picture of the market and competitors, the company may move towards planning. At this stage InfoPanel solve the main issues: estimates, models, selects the advertising inventory and targeted program. In one word - implements the strategy. And you have the ability to manage not only the coverage, but the number of impressions or frequency.
Agency costs or profit?
To dispel the myth that the agency acts only as a mediator between the owners of the planes and the client we explain its main functions.
1. The Agency decides the marketing objectives of the client, the provider offers inventory. The Agency's goal is to offer only the best communication channel based on the efficiency of solving the problem of the client. It is important that in the end the client for less money receives greater coverage of the target audience. To reach 100% coverage in OOH is impossible, but you can plan an optimal coverage of the audience.
2. The Agency evaluates the effectiveness of measurement. At the stage of launching the campaign the frequency of outdoor advertising and audience coverage are determined . Having studied the market, the client is offered the most effective solutions. The agency has the necessary tools, experience and knowledge to calculate your client's campaign with such indicators, with which the client will receive additional contacts, interest and correctly implement of its own budget.
3. The agency acts as the guarantor of the quality accommodation and achievement of media purposes. Today more than 1,000 operators employs in the outdoor advertising market (in addition to companies in the field of indoor and advertising on transport). It's necessary to sign an agreement with each of them, to request the actual planes data, to make sure in quality execution of their work, to receive the report. For international customers it is quite a complicated procedure. Technically, the agency assumes all tasks for the coordination and execution of the advertising campaign.
Measurement is one of the most important stages of development and deployment strategy in outdoor advertising. Most agencies today are ready to take responsibility for achieving business results for the client.
