Place Based Advertising. Webinar January 13, 2009

Transcription

1 Place Based Advertising Webinar January 13, 2009

2 Introduction Overview of the Place-based media space with a focus on digital out-of-home (DOOH) media. Why is DOOH growing now? Who are the major players? What are the audience/campaign measurement metrics? How is it measured today tomorrow? Summary and Questions.

3 What is Digital Out-of-home?

4 Merging media Digital place based media is where out-of-home meets broadcasting.

5 Sizing up the opportunity Signage vary from intimate personal screens to huge wall sized plasma displays to nontraditional positioning.

6 Degrees of sight, sound & motion Content varies from simply text to animated posters to TV style video. Some have audio, most do not.

7 Info, news, entertainment & ads Some networks are purely ad driven while others include information, news or entertainment.

8 All forms of ads Advertising units varies from: simple logos flash animation TV spots long form infomercials

9 Various venues Advertising units varies from: Health Clubs Doctors Offices Sports Arenas Restaurants Bars Grocery Stores Big-Box Retailers Shopping Malls Entertainment Venues Drugstores Convenience Stores Department Stores Salons Cinemas Golf Courses Office Buildings Airports Transit Hubs

10 Choosing ad type and content Advertising and programming choices are made based on: Environment where is the signage? mall, movie theater, bar, office building, doctor s office etc. Demos who goes to this venue? Teens, young adults, moms, business professionals Frequency of visits when do they visit? daily, several times a week, a few times a year Dwell time how much time do they spend there? walking through, roaming, waiting on line Mindset what is the consumer s mindset? leisure, routine, sober

11 Why is it growing now?

12 New tech leads to new media habits and media planning smaller thinner screens fit better into venue décors. wi-fi and broadband Internet access allow for more efficient content and ad delivery (old method was DVD or even VHS) swifts in traditional media habits DVR, online video (impacts TV buys) Satellite radio, online radio, MP3 (impacts AM/FM radio) Internet (impacts newspaper and magazines) Increased emphasis on Recency media planning emphasis on being the LAST message to reach consumers before the buy decision

13 Who are the major players?

14 Broadcasters NBC Everywhere CBS Outernet CNN Airport Network Wall Street Journal Office Network and more

15 Ad Sales Networks AdSpace Mall Networks BroadSign Captivate Channel M Healthcare News Network IdeaCast NTN Buzztime Premier Retail Networks (PRN) ProLink Screenvision Zoom Media SeeSaw Networks Simon Brand Ventures Target Channel Red The Wall Street Journal Office Network Transit TV Network Danoo LevelVision OnSite Network I-AM TV

16 Agencies Carat GSD&M s Idea City Hyperspace Digital imc2 Initiative Media Kinetic MacDonald Media Media Vest OMG OMD OOH Pitch Outdoor Services Starcom Zenith Optimedia

17 Trade Organizations Outdoor Advertising Association of America (OAAA) focusing predominately on digital outdoor billboards and street furniture Out-of-home Video Advertising Bureau (OVAB) focusing exclusively on place based video (digital) advertising

18 Researchers Arbitron Scarborough Research Edison Media Research MRI The Nielsen Company ShopperTrak RCT Corporation TruMedia

19 How is it measured?

20 OVAB Audience Metrics Guidelines a set of terms agreed upon by the major players designed to help standardize DOOH measurement it is not a currency, no accreditation metrics fall into two categories exposure to medium advertising Return On Investment (ROI)

21 Exposure Metrics Vehicle Zone: The physical area in which a person is able to see and/or hear a specific, place-based advertising vehicle (medium). Vehicle Traffic: The number of visits, over a period of time, with presence in the vehicle zone. Vehicle Audience: The number of people in the vehicle zone who notice the medium. Vehicle Zone Dwell Time: The number of seconds (or minutes) an average audience member is in the vehicle zone.

22 Exposure Metrics Average Unit Audience: The Vehicle Traffic, with Notice, for a unit of time equal to the typical ad unit (viewers per ad) Impression: A single exposure to an out-ofhome video network, program or message. Gross Impressions: The sum of exposures to a schedule of out-of-home video network announcements.

23 Advertising ROI Metrics Ad Recall: Percentage of the vehicle audience who can recall an advertiser on either an unaided, brand aided or visually aided basis. *Top of Mind Brand Awareness: Percentage of people who name a particular brand when asked about a consumer category. *Purchase Intent: The likelihood a person will purchase a particular brand. *Sales Lift: Change in a product s sell-through before, during and after a campaign. * typically measured by comparing control and test groups

24 Research Methodology On-site research: Observation and intercept surveys conducted with a random sample of visitors at a representative sample of a network s venues. most DOOH research is currently conducted on-site Scarborough data: used as traffic estimates for malls and other venues Portable People Meter (PPM TM ): By encoding the overhead audio (music) in a venue, the PPM local market panels can potentially measure venue traffic and possibly exposure to the medium. DOOH research does not lend itself to online data collection on average

25 Summary

26 The least you need to know Place-based digital signage varies by screen size, placement, content, ad format, environment and audience. It is a growing media segment. Major players are involved, but most networks are still start-ups. OVAB Audience Metrics currently used to define audience estimates. Most research is done on-site with Scarborough and PPM syndicated data joining the mix.

27 Questions? Diane Williams Senior Analyst, Custom Research Arbitron Inc. 142 West 57th Street New York, NY (fax)