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ESPAR - Analyst Evaluation of Sites and Poster Audience Research
ESPAR - Analyst Evaluation of Sites and Poster Audience Research
ESPAR-Analyst
ESPAR-Analyst
Types of research provided
Types of research provided
ESPAR outdoor research concept
ESPAR outdoor research concept
I. OOH monitoring on GIS basis
I. OOH monitoring on GIS basis
Key monitoring objective – make OOH advertising transparent
Key monitoring objective – make OOH advertising transparent
Methodology
Methodology
Collecting information: routes planning
Collecting information: routes planning
Information gathering: maps preparation for inspection
Information gathering: maps preparation for inspection
Information gathering: maps preparation
Information gathering: maps preparation
OOH sites in Moscow
OOH sites in Moscow
OOH sites in Moscow
OOH sites in Moscow
OOH sites in Moscow
OOH sites in Moscow
OOH sites in Moscow
OOH sites in Moscow
Library of posters
Library of posters
Methodology: key indicators registered
Methodology: key indicators registered
ODA-Stat Program
ODA-Stat Program
ODA-Stat: selection of cities and period for analysis
ODA-Stat: selection of cities and period for analysis
ODA-Stat: statistical analysis (address programs)
ODA-Stat: statistical analysis (address programs)
ODA-Stat: creation of address program with given criteria and filters
ODA-Stat: creation of address program with given criteria and filters
ODA-Stat: selection of criteria and symbols for mapping
ODA-Stat: selection of criteria and symbols for mapping
Ex
Ex
Detailed map
Detailed map
Ex
Ex
II
II
“Of all the major media, Outdoor is by far the most difficult to
“Of all the major media, Outdoor is by far the most difficult to
General approach to measurement: Vehicular and Pedestrians flows x
General approach to measurement: Vehicular and Pedestrians flows x
Traffic counts
Traffic counts
Short-term into daily traffic flows recalculation system
Short-term into daily traffic flows recalculation system
Vehicular Traffic Volumes Estimation
Vehicular Traffic Volumes Estimation
Model of Pedestrian Flows: Moscow
Model of Pedestrian Flows: Moscow
Public Transit Routes
Public Transit Routes
Potential audience measurement
Potential audience measurement
GIS Capabilities: overlaying geocoded databases
GIS Capabilities: overlaying geocoded databases
OTS estimation
OTS estimation
Use of modeling for geometric visibility parameters
Use of modeling for geometric visibility parameters
Visibility factors and reduction coefficients (3 х 6m billboards)
Visibility factors and reduction coefficients (3 х 6m billboards)
Calculation of Rating for ad face
Calculation of Rating for ad face
Integration of maps, detailed plans, photos and evaluation data
Integration of maps, detailed plans, photos and evaluation data
ODA-View
ODA-View
III
III
GRP, Reach, Frequency
GRP, Reach, Frequency
Computer City Maps (GIS)
Computer City Maps (GIS)
Transportation network (graph) and residential areas Newtonian gravity
Transportation network (graph) and residential areas Newtonian gravity
Estimation of daily reach and frequency: ODA-Plan
Estimation of daily reach and frequency: ODA-Plan
ODA-Plan
ODA-Plan
25 faces: evenly distributed campaign throughout a city
25 faces: evenly distributed campaign throughout a city
Daily reach and frequency (even distribution, R(1+ ) = 20
Daily reach and frequency (even distribution, R(1+ ) = 20
Duration of OOH campaign factor evaluation
Duration of OOH campaign factor evaluation
Reach and frequency - 25 evenly distributed ad faces
Reach and frequency - 25 evenly distributed ad faces
Additional functions of campaigns evaluaiton
Additional functions of campaigns evaluaiton
Poster awareness studies (Poster Track)
Poster awareness studies (Poster Track)
Poster awareness research
Poster awareness research
Moscow “norms” for 3x6 campaigns
Moscow “norms” for 3x6 campaigns
Google Earth space images and outdoor sites in Moscow
Google Earth space images and outdoor sites in Moscow
OOH sites in Moscow
OOH sites in Moscow
Thank you for your time
Thank you for your time

Презентация на тему: «ESPAR - Analyst». Автор: Alexander. Файл: «ESPAR - Analyst.ppt». Размер zip-архива: 13084 КБ.

ESPAR - Analyst

содержание презентации «ESPAR - Analyst.ppt»
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1 ESPAR - Analyst Evaluation of Sites and Poster Audience Research

ESPAR - Analyst Evaluation of Sites and Poster Audience Research

Credential Presentation March 2007

2 ESPAR-Analyst

ESPAR-Analyst

Established in 1992 by a group of Moscow State University geographers and cartographers (“Analyst”) Since 1996 – “ESPAR-Analyst” - specializing in outdoor research

3 Types of research provided

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

4 ESPAR outdoor research concept

ESPAR outdoor research concept

5 I. OOH monitoring on GIS basis

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

6 Key monitoring objective – make OOH advertising transparent

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

7 Methodology

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)

8 Collecting information: routes planning

Collecting information: routes planning

9 Information gathering: maps preparation for inspection

Information gathering: maps preparation for inspection

10 Information gathering: maps preparation

Information gathering: maps preparation

11 OOH sites in Moscow

OOH sites in Moscow

12 OOH sites in Moscow

OOH sites in Moscow

13 OOH sites in Moscow

OOH sites in Moscow

14 OOH sites in Moscow

OOH sites in Moscow

15 Library of posters

Library of posters

16 Methodology: key indicators registered

Methodology: key indicators registered

1. Unique ID 2. Address 3. Type of display 4. Size 5. Site owner 6. Average estimated market price 7. Brand advertised 8. Product category / service type 9. Advertiser

17 ODA-Stat Program

ODA-Stat Program

18 ODA-Stat: selection of cities and period for analysis

ODA-Stat: selection of cities and period for analysis

19 ODA-Stat: statistical analysis (address programs)

ODA-Stat: statistical analysis (address programs)

20 ODA-Stat: creation of address program with given criteria and filters

ODA-Stat: creation of address program with given criteria and filters

21 ODA-Stat: selection of criteria and symbols for mapping

ODA-Stat: selection of criteria and symbols for mapping

22 Ex

Ex

: Moscow, march 2004, 3 х 6 billboards

Advertisers, selected for analysis (mobile operators)

23 Detailed map

Detailed map

24 Ex

Ex

: Chelyabinsk, march 2004, 3 х 6 billboards

25 II

II

OOH potential audience measurement (Site Evaluation)

26 “Of all the major media, Outdoor is by far the most difficult to

“Of all the major media, Outdoor is by far the most difficult to

research.” Chris Dickens, Former chairman, POSTAR

27 General approach to measurement: Vehicular and Pedestrians flows x

General approach to measurement: Vehicular and Pedestrians flows x

Visibility factors of each ad face = Potential audience (OTS – Opportunity to See)

28 Traffic counts

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)

29 Short-term into daily traffic flows recalculation system

Short-term into daily traffic flows recalculation system

(coefficients)

30 Vehicular Traffic Volumes Estimation

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

31 Model of Pedestrian Flows: Moscow

Model of Pedestrian Flows: Moscow

32 Public Transit Routes

Public Transit Routes

33 Potential audience measurement

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

34 GIS Capabilities: overlaying geocoded databases

GIS Capabilities: overlaying geocoded databases

35 OTS estimation

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)

36 Use of modeling for geometric visibility parameters

Use of modeling for geometric visibility parameters

37 Visibility factors and reduction coefficients (3 х 6m billboards)

Visibility factors and reduction coefficients (3 х 6m billboards)

Clutter (other faces in visibility range)

Visibility range

Angle

Visibility obstacles

Accentricity

Distance to street lights

Height

Illumination

38 Calculation of Rating for ad face

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

39 Integration of maps, detailed plans, photos and evaluation data

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

Software for providing of evaluation data – ODA-View

40 ODA-View

ODA-View

Daily audience (000)

Monthly audience

GRP (18+)

Site owner

Format type

Number of faces

Size

Face

Transport position

Direct road segment

Cost per month

41 III

III

Evaluation of campaign distribution (R&F modeling)

42 GRP, Reach, Frequency

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

43 Computer City Maps (GIS)

Computer City Maps (GIS)

ESPAR-Analyst Research in Outdoor Concept

Competitive Advertising Volumes Data

Inventory Location Data

Monthly Monitoring (ODA-Stat)

Math Models for OOH Campaigns (ODA-Plan)

Site Evaluation (Ratings)

City Traffic Flows Models

Population Census Data

Travel Surveys

Poster Recognition Tracking

GRPs, Reach, Frequency etc.

Traffic and Pedestrian Counts

Visibility Factors Model

44 Transportation network (graph) and residential areas Newtonian gravity

Transportation network (graph) and residential areas Newtonian gravity

models for evaluating daily travel Simulation modeling of Origin and Destination of daily trips

45 Estimation of daily reach and frequency: ODA-Plan

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

46 ODA-Plan

ODA-Plan

Address program creation

47 25 faces: evenly distributed campaign throughout a city

25 faces: evenly distributed campaign throughout a city

48 Daily reach and frequency (even distribution, R(1+ ) = 20

Daily reach and frequency (even distribution, R(1+ ) = 20

3 F = 1.3)

49 Duration of OOH campaign factor evaluation

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

50 Reach and frequency - 25 evenly distributed ad faces

Reach and frequency - 25 evenly distributed ad faces

51 Additional functions of campaigns evaluaiton

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

52 Poster awareness studies (Poster Track)

Poster awareness studies (Poster Track)

53 Poster awareness research

Poster awareness research

54 Moscow “norms” for 3x6 campaigns

Moscow “norms” for 3x6 campaigns

55 Google Earth space images and outdoor sites in Moscow

Google Earth space images and outdoor sites in Moscow

56 OOH sites in Moscow

OOH sites in Moscow

57 Thank you for your time

Thank you for your time

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