Advertising Efficiency
Potential audience for outdoor video screens
The main parameter of outdoor advertising efficiency is the number of potential contacts (i.e. how many people will be able to see the advertising within a certain period of time — day, week or month).
This is determined by estimating the overall potential audience in the given location using a special system integrated into the CityVision screens.
Outdoor OTS
By estimating location parameters we can estimate what percentage of the target audience will be able to see the advertising space. These parameters include: rotation angle, traffic conditions, distance from the semaphore, size of the road, visibility, competitor installations, and visual obstacles.
These metrics, used as decreasing ratios, allow for OTS (opportunity to see) to be measured (in thousands of people, or advertising contacts).
Gross Rating Point (GRP)
GRP (Gross Rating Point) is the ratio between OTS and market volume (the city’s population aged 18 and older). GRP is a basic parameter to estimate the audience of each advertising space; the sum of all GRPs is a very important parameter that determines the scope of the whole campaign.
Campaign efficiency research is performed by our media-sales department. You can also order an independent research from an analytical company, such as ESPAR Analytics.
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