With the Director of OOH operator “Perehid Outdoor” (a member of Atlantic Group communications holding) Larysa Bulatova Mediabusiness has spoken on the topic of industry measurements. About role models, techniques and readiness of the Ukrainian market in a short expert's interview.
- The communications market of Ukraine is actively bringing up the issue of improving the quality of industry measurements, in particular in OOH advertising. What is the reason?
- OOH measurements are of current importance all over the world, especially in Ukraine since the crisis, because the business thinks about the effective use of resources. There are different methods of measurements of OOH effectiveness. But actually the subject of measurement is wider, because the whole process of working with the outdoor advertising is integrated.
In the first place, it is an approach to how outdoor advertising is bought. For example, in some European countries, advertisers buy OOH advertising on GRP. If we consider the advertising market of Ukraine – operators measure GRP, calculate the efficiency ratio, but there are only precedents of sales on ratings so far.
The second important point is using of OOH data in media mix, which is especially important in integrated communications. That is why the Industrial Committee of outdoor advertising is working now on improving of OOH measurements and further inclusion of data in the shared instrumentation panel.
- What is the best world experience in the measurement of OOH advertising you can borrow for Ukraine?
In the USA, for example, sociological methodology of standard routes is used. The technique is to conduct population-based surveys with respect to standard routes of travel across the city.
Some European countries use GFK methodology, called monitoring. They measure the flows on all routes, on which ad carriers are visible and calculate the number of contacts with a carrier. You can count GRP, but to get the coverage, additional special methods are applied and mathematical models for different types of carriers are built.
In the UK, OOH measurements have been developed systematically for decades. A comprehensive measurement of OOH audience by Route based on probabilistic modeling, which combines data from such studies as the simulation graphs, mapping, research of visibility, of indoor and displacement
In Germany a research organization agma has used several sources of information to assess the audience of each panel since 2007: GPS research, telephone surveys using a representative sample, assessment of vehicular and pedestrian traffic in cities, as well as the physical details of each panel and how the panel can have an impact in the aggregate.
The Dutch system Buitenreclame Exploitanten consisted of classification and mapping of all roadside areas, retail trade in accordance with various physical criteria, the study on the behavior of respondents, the GPS study and adaptation of econometric models to refine estimates of the audience.
Many companies in their approaches to measuring adhere to the recommendations from the research organization ESOMAR, which were developed in conjunction with WFA, FEPE, etc.
We see the future of Ukrainian measurements in OOH audience targeting on a unified industry standard that will provide better predictability for most advertisers and will allow you to use the relevant data in overall media mix. Outdoor advertising is an ideal media for the geographic targeting that is now particularly relevant for local Ukrainian business with a focus on a specific region.
- Recently FEPE (international organization of OOH operators) has announced the creation of a unified standard in DOOH measurements. Is our market ready for this?
- Our market is not saturated with digital outdoor advertising yet to be actively involved in this process. But in our market there is a successful experience in planning of ad campaigns on TV and on the Internet – integrator Vplan. We expect that in the future OOH advertising in Ukraine will be the entry point for digital communications, and therefore will be include in the development of such innovation planning. OOH measurements in Ukraine are developed timely pace. Clearly, over time, Ukraine will have a unified information collection strategy for all communication channels. And working with integrated Big Data across all channels of communication (TV, Digital, OOH, trade, etc.) will provide not just a programmatic approach to planning, but a clear focus on advertiser's business efficiency.
