ESPAR-Analyst
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ESPAR - Analyst Evaluation of Sites and Poster Audience Research Credential Presentation March 2007 ESPAR-Analyst Established in 1992 by a group of Moscow State University geographers and cartographers (“Analyst”) Since 1996 – “ESPAR-Analyst” - specializing in outdoor research Types of research provided Outdoor advertising monthly monitoring • Based on geographical-informational systems (GIS) OOH potential audience measurement (evaluation) for individual sites Estimation of key media indicators (reach / frequency) of advertising campaigns OOH posters awareness research ESPAR outdoor research concept OOH ad volumes Monthly monitoring of OOH OOH formats locations data OOH sites scoring (ratings) Poster awareness research Travel Surveys Visibilit y factors modelin g Traffic and Pedestrians flows measurement Electronic maps of cities (GIS) GRP, Mathematical modeling of OOH campaigns evaluation Traffic modeling per cities Reac h, Frequ ency, etc. Population density data I. OOH monitoring on GIS basis Dec 1996 - Moscow Aug 1997 - St. Petersburg Jul 1999 - other 1mln+cities (12) Dec 2000 - 32 cities Jul 2001 – 50 cities 180 000 ad faces are covered (sizes 1.2x1.8+) • Represent about 80% of all OOH sites in Russia Key monitoring objective – make OOH advertising transparent OOH ad volumes (ad spend, brands, advertisers, product categories) – together with TNS/Gallup AdFact OOH media environment – classification of formats, locations, suppliers/sites owners Creation of single database for media planning possibility (unification of all sites IDs) OOH media clutter analysis Methodology 1. Development of detailed electronic maps of cities (GIS) - Exact link of a site to geo point within a city – basis for monitoring 2. Routes planning to cover city territory 3. Key data gathering method – visual monthly inspections of all site locations 4. Development of unique coding (IDs) system and site classification 5. Development of system of catalogs of brands, product categories, advertisers – joint database with TNS Gallup 6. Preparation of photo libraries of posters (Moscow, SPb) 7. Supply information in consumer required format – possibility for both statistical analysis and mapping capabilities (ODA-Stat) Collecting information: routes planning Information gathering: maps preparation for inspection Ï àðê Êóëüòóðû(êî ëüö) !! ! !! ! !! !!!!!!!!! !! !! ! !! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! !! ! !! ! ! % ! Ì àðø ðóò 3 ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! !! ! !! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! !! ! ! ! ! Î áù àÿ êàðòà ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! !! ! !! ! ! Ôðóí çåí ñêàÿ %!! ! ! ! ! ! !!!! ! ! ! ! ! ! ! ! ! !! ! ! !! ! ! ! !! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! 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Ï àâåëåöêàÿ(ðàä) % ! !! !!!!!!!!! !! ! !! ! ! ! ! !! !! ! !! !! !! ! !!! !!! ! !! ! !! ! !! ! ! !! ! !!!! ! ! !! ! !! !! !! ! !! ! !! !! !! ! ! ! ! ! !! ! % !! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! % Ï àâåëåöêàÿ(êî ëüö) ! !! ! ! !! ! ! ! ! ! ! ! ! !! ! ! ! !! ! ! ! ! ! Äî áðûí èí ñêàÿ ! ! !! ! ! ! ! ! ! ! % ! ! !!! !! ! ! !! !! ! ! ! ! ! ! ! !! ! ! ! ! !!!!! ! ! !! !! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! !! ! !! ! ! ! !!! ! ! ! ! ! !! ! ! !! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! !! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! !! ! ! 5 ! ! ! ! ! !!! !! ! ! ! !! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! !! ! !! ! ! ! ! !! ! ! ! ! ! ! ! !!! !! ! ! ! ! ! ! ! ! ! ! ! ! !! ! !! ! ! ! ! !! ! ! ! ! ! ! ! ! 7 ! ! !! % ! ! ! 8 ! ! ! !! ! ! ! ! ! !!! ! ! !! !! !!!! ! ! ! ! ! ! ! !! ! ! ! !! ! ! ! !!! !! !! !! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! !! ! !! !! ! !! !!!! ! ! !! ! !! ! !! ! !!! ! ! !! !! ! !! ! !! ! ! ! !!! ! ! ! !! ! ! !!! ! ! ! !! ! ! ! ! ! ! !! ! ! !! !!! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! !! ! !! ! ! ! ! ! ! ! ! ! ! !! ! ! !! ! ! !!!!! ! !! ! !! ! ! ! ! ! ! !! ! !! ! !! ! ! ! !! !! ! ! ! ! ! ! !!! ! !!! ! !! ! ! ! !!! ! !! ! ! ! ! !! ! !! ! Î êòÿáðüñêàÿ(êî ëüö) !!!!! ! ! ! ! ! ! !! ! ! ! ! % ! ! ! ! ! ! ! !! Î êòÿáðüñêàÿ(ðàä) ! ! !! !! ! ! !! ! Ï î ëÿí êà ! % ! ! ! ! ! ! !! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! !! ! ! ! Ì àñø òàá (ì ) ! 0 200 400 600 ! 800 1000 ! ! Information gathering: maps preparation Í Í 165123 Í 165164 Í 165132 : 165134 L 165116 34 Í C 165012 165081 ¬ Í 165013 165120 165150 165026 165025 Í 165015 Í w w 165016 165014L 165104 165017 : 165135 w Í 165018 w 165117 Í = Í 165089 Í Í 165073 165151 3K1 165019 w 165074 41 w Í 1650753K4 165020 Í 165077 5K1 OOH sites in Moscow OOH sites in Moscow OOH sites in Moscow OOH sites in Moscow Library of posters Methodology: key indicators registered 1. 2. 3. 4. 5. 6. 7. 8. 9. Unique ID Address Type of display Size Site owner Average estimated market price Brand advertised Product category / service type Advertiser ODA-Stat Program ODA-Stat: selection of cities and period for analysis ODA-Stat: statistical analysis (address programs) ODA-Stat: creation of address program with given criteria and filters ODA-Stat: selection of criteria and symbols for mapping Ex.: Moscow, March 2004, 3 х 6 billboards Advertisers, selected for analysis (mobile operators) Detailed map Ex.: Chelyabinsk, March 2004, 3 х 6 billboards II. OOH potential audience measurement (Site Evaluation) “Of all the major media, Outdoor is by far the most difficult to research.” Chris Dickens, Former chairman, POSTAR General approach to measurement: Vehicular and Pedestrians flows x Visibility factors of each ad face = Potential audience (OTS – Opportunity to See) Traffic counts Combination of long-term and short-term measurements Long-term (during a day) at key spots – opportunity to identify typical daily curves of traffic flows Short-term (10 min in rush hours) – opportunity to estimate flows for road segments Recalculation of short-term counts into daily volumes, based on typical daily cycles (math coefficients recalculation system) Short-term into daily traffic flows recalculation system (coefficients) Vehicular Traffic Volumes Estimation Identify segments of roads with constant traffic volumes (from cross road to cross road) Classification, IDs and coding of road segments 10 min measurements for every flow direction Data processing, recalculation into daily flows Traffic volumes mapping as a method of data control Количество автомобилей в сутки (тыс.) (октябрь 2003) 150,000 - 250,000 125,000 - 150,000 100,000 - 125,000 75,000 - 100,000 50,000 - 75,000 25,000 - 50,000 менее 25,000 Model of Pedestrian Flows: Moscow Пешеходные потоки 20 и более 15 - 20 10 - 15 7.5 - 10 5 - 7.5 2.5 - 5 менее 2.5 тысяч Public Transit Routes Маршруты трамваев Маршруты троллейбусов Маршруты автобусов Potential audience measurement Audience composition: people in cars, public transport passengers, pedestrians People in cars = number of cars x 1.5 (average car occupancy) Public transport: official data on intervals, mapping of routes, x coefficient 20 Pedestrians measurements (evaluations) for each site GIS Capabilities: overlaying geocoded databases - OTS estimation Identification of “effective” traffic directions for every face of OOH site (up to 3 directions on a cross road) and traffic volumes Visibility factors estimation for every face, for every “effective” traffic direction Use of visibility factors for coefficients, decreasing OTS (similar to OSCAR system in UK) Use of modeling for geometric visibility parameters Visibility factors and reduction coefficients (3 х 6m billboards) Visibility range Clutter (other faces in visibility range) Angle Visibility obstacles Accentricity Distance to street lights Height Illumination Calculation of Rating for ad face Gross audience x visibility factors = effective potential daily audience (OTS) Rating (GRP) = OTS / market population (18+) * 100 Current ESPAR database has evaluations for over 100,000 3х6 m faces in 40 cities of Russia Software for providing of evaluation data – ODA-View Integration of maps, detailed plans, photos and evaluation data Preparation of sample from evaluated address programs Preparation of ad sites passports Preparation of presentational materials ODA-View Daily audience (000) Monthly audience GRP (18+) Site owner Format type Size Transport position Cost per month Face Number of faces Direct road segment III. Evaluation of campaign distribution (R&F modeling) GRP, Reach, Frequency Basic formula GRP = Reach (1+) * Frequency Campaign GRP is a sum of ratings of all evaluated sites in address programs Average frequency is calculated based on modeled daily movement of audience within a city Development of transportation simulation models for major cities to evaluate duplication of contacts ESPAR-Analyst Research in Outdoor Concept Competitive Advertising Volumes Data Monthly Monitoring (ODA-Stat) Inventory Location Data Visibilit y Factors Model Site Evaluation (Ratings) Traffic and Pedestrian Counts Computer City Maps (GIS) City Traffic Flows Models Poster Recognition Tracking Travel Surveys Math Models for OOH Campaigns (ODA-Plan) GRPs, Reach, Frequency etc. Population Census Data ! !! ! ! ! ! ! Transportation network (graph) and residential areas ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Численность избирателей 2003 ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! !! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! 80,000 ! ! ! ! ! ! ! ! 160,000 16,000 ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! !! ! ! ! !!! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! !! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! !! ! ! ! ! !! !! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! !! ! ! Newtonian gravity models for evaluating daily travel ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! Simulation modeling of Origin and Destination of daily trips ! !! ! ! ! ! ! ! ! ! !! Estimation of daily reach and frequency: ODA-Plan Program is based on traffic flows modeling Objective: planning and evaluation of OOH campaigns Daily reach / frequency measurements for OOH campaigns Work with evaluated individual sites ODA-Plan. Address program creation 25 faces: evenly distributed campaign throughout a city Daily reach and frequency (even distribution, R(1+ ) = 20.3 F = 1.3) Duration of OOH campaign factor evaluation Industrial standard in OOH in USA and Canada: Gallup Math Model – evaluation of reach and average frequency for campaign Frequency = (sum of daily GRP’s x number of days)/100 + K (K = 2 to 6) Reach = (sum of daily GRP’s x number of days)/frequency Reach and frequency - 25 evenly distributed ad faces Additional functions of campaigns evaluaiton Analysis of address program split between municipality districts Proximity Analysis – targeting opportunities (HORECAs, schools, etc) User-friendly interface, allowing to prepare presentation materials for each address program Poster awareness studies (Poster Track) Poster awareness research Moscow “norms” for 3x6 campaigns 0.0 10.0 20.0 30.0 40.0 50.0 60.0 Cellular Comm Soft Drinks Retail Cigarettes Cell Phones Beer Media Confectionaries Cosmetics Food staffs Audio Video Photo Auto Recognition Attribution 70.0 Google Earth space images and outdoor sites in Moscow OOH sites in Moscow Thank you for your time!
