Global Metrics for a Global Medium in a New Media World

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Global Metrics for a Global Medium in a
New Media World
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Why now?

• Comprehensive outdoor measurement is now possible
• Historically a fragmented medium, outdoor media
  ownership increasingly has sufficient
  concentration to invest in consistent
  measurement.
• Scale, both local and globally, means that global
  research players now increasingly involved
• Outdoor needs to be integrated into mixed media
  planning tools
• The need for more accurate ROI measures drives
  the need for accurate reach and frequency

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Audience Measurement Worldwide - an update
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WW Audience Measurement

• NEW ROLL-OUTS

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WW Audience Measurement

• Rebuilding / Re-defining / Adding VACs

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WW Audience Measurement

• Potential Audience Measurement

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The GGoODAM Initiative Global Guidelines on
Outdoor Audience Measurement
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• ESOMAR launched (together with FEPE
  International) and is managing the GGoODAM
  inititiative as part of its mission to encourage
  consistent standards worldwide
• It is supported by the World Federation of
  Advertisers and chaired by the European
  Association of Communication Agencies

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Steering Board

• Dominic Lyle (Chairman) EACA
• Neil Eddleston Chairman TC
• Giovanni Fabris WFA
• Tony Jarvis OAAA
• Nick Mawditt AAAA
• Adam Phillips ESOMAR
• Thomas Rainer FEPE International
• Anthony Torrieri MRC

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Technical Committee

• Neil Eddleston          Chairman (UK)
• Nick Mawditt         AAAA (US)
• Antonio Morales AEPE (Spain) 
• Francis Moureaux     Affimetrie (France)
• Georg Schotten AGMA (Germany)
• Jim Yang                      CANA (China)
• Adam Phillips  ESOMAR
• Felix Mende FEPE International 
• Anthony Torrieri MRC  (USA) 
• Tony Jarvis OAAA (US)
• Johann Boserup Omnicom (UK)
• David Gordon POSTAR (UK)
• Dr. Joe Philport TAB (USA)
• Nick Hiddleston Zenith Optimedia (UK)

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Objectives

• The objective of these guidelines is to provide
  worldwide industry guidelines for out-of-home
  audience measurement, including definitions,
  methodologies and standards, with the aim of
  improving the accuracy and international
  comparability of audience measurement data across
  out-of-home formats and with other media
  currencies.

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Definition of OOH Media

• Any display on a permanent panel displayed
  outside the home, but not on panels providing
  full motion video.

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Target Groups

• Senior management
• Marketing and sales management
• Practising professional researchers
• General media planners OOH planners and buyers
• In the following businesses
• Out-of-home advertising providers
• Advertisers
• Advertising agencies
• Specialist out-of-home advertising agencies
• Research suppliers

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Global Guidelines - What Dont We Mean?

• There is only one possible contact definition
• Technology is always better
• One size fits all
• In fact the modules becoming established can be
  applied at different levels of sophistication.
• These will depend on
• Custom and industry culture
• Available data
• Revenue
• Relative labour costs

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Global Guidelines- What We Do Mean

• Guidelines an attempt to resist siren voices
  for the largest numbers possible less is more
• Outdoor must require a definition of contact that
  has credibility
• Out of home should be more measured rather than
  mathematically modeled
• Other major media are increasingly seen as being
  passively consumed
• Pressure is rising for more realistic contact
  definitions for these media

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Scope of Guidelines

• Clear principles of media research
• Potential structures for organisation, control
  funding
• Recognition of the relative complexity of OOH
  measurement techniques
• Definitions for outdoor
• Formats ideally measured
• Contact
• Known methodologies
• Detailed guidance on the use of GPS
• Survey and sampling issues
• Panel geography and positioning
• Reach and frequency modeling

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Potential Global Principles Requirements

• An integrated approach
• High quality classification data
• Traffic/Pedestrian flow a cornerstone
• Sophisticated mapping data/software
• High quality travel survey(s)
• VACs adjustment/contact definition
• Open access
• Industry ownership

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Components of Outdoor Measurement an integrated
approach
Travel Surveys
Visibility Study
Traffic Weighting
Panel Classification
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Progress in OOH Audience Definition

• Flow
• Number of gross passages past a specific panel
  during one week
• OTC Opportunity-to-contact
• Number of passages that result in a possible
  contact with the panel
• VAC- Visibility Adjusted Contact
• Number of passages that result in an actual
  contact with the panel

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GGoODAM Timetable
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Global Consequences

• New common global currency a win-win

• Increases credibility for outdoor
• Delivers higher order of media measurement
• Provides comparable metrics
• Drives higher quality inventory
• Cornerstone to ROI

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World-Class OOH Accountability
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GGoODAM will Deliver a Global Platform

• With a 21st century harmonised global approach to
  audience measurement of all major OOH formats,
  including VACs, the Out-of-Home industry is about
  to match and will ultimately exceed the
  syndicated measurement of all other major media

OOH will deliver the accountability that
advertisers and agencies demand in the new media
world
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GGoODAM will Deliver a Global Platform

• With a 21st century harmonised global approach to
  audience measurement of all major OOH formats,
  including VACs, the Out-of-Home industry is about
  to match and will ultimately exceed the
  syndicated measurement of all other major media

OOH will deliver the accountability that
advertisers and agencies demand in the new media
world
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GGoODAM will Deliver a Global Platform

• With a 21st century harmonised global approach to
  audience measurement of all major OOH formats,
  including VACs, the Out-of-Home industry is about
  to match and will ultimately exceed the
  syndicated measurement of all other major media

OOH will deliver the accountability that
advertisers and agencies demand in the new media
world