Towards a new definition of OTS
Measuring contact values and interactions objectively
Zysla Belliat, Hugues Chavenon & Bernard Coutrot
Abstract
Audience concepts used for the needs of audience measurements of big media have been defined in relation with advertising objectives. The contact is the main pillar. If the definition of these contacts varies depending on the nature of the media between each of them, it is closely linked to the existing audience measuring tools and can be modified in favour of technological evolutions.
With the technical development of the GPS (Global Positioning System), the data collected for the movement of individuals will have a huge improvement in terms of precision. In this perspective, it is in the interest of the outdoor medium to take the opportunity to revise or, at least improve its audience based on the OTS (Opportunity To See) environment and conditions. Enriching and better qualifying the traditional outdoor audience measurement can now be done in objectively differentiating the various different ways of contact.
Therefore it’s time to redefine the OTS definition taking systematically into account the fundamental and objective value of panel visibility parameters: the dimensions of the panel; the distance between the panel and the passer-by; the visibility route made in the air from the panel area;; the “incidence” angle, being the angle formed from the position of the passer-by and the poster, depending on the angle of the board and the axe of the traffic; the speed of the passer-by depending on the transportation mode.
This new indicator of the degree of exposition could be easily used in an operational context, bringing to the users not only a homogeneous standard concept but also a better quality audience measurement for the outdoor medium. This new approach could be the gold standard measurement for Outdoor media and will be a factor of harmonization for the users behind the growing globalisation of the outdoor market and companies.
Zysla Belliat
OMD, France
With almost 20 years of experience in media expertise, Zysla BELLIAT has collaborated with the development of research institutes notably ESOP and IPSOS Media. She has also contributed in the development of the M.A.U.D. methodology of audience measurements for outdoor advertising for ESOP. She then took up the position of Director of Strategic Planning at FCA!BMZ and Head of Research for Initative Media. Since 2004, Zysla Belliat is Head of Research of the media agency OmnicomMediaGroupe.
Hugues Chavenon
CESP, France
Hugues CHAVENON began his career in a polling institute in charge of fieldwork (COFREMCA 1970 - 1975), and was then in charge of surveys in an advertising firm (ALFA – LAVAL 1976 - 1982).
Since 1983 he has been working for CESP (Centre d’Etude des Supports de Publicité) where he specializes in audience measurements for television and outdoor advertising.
Bernard Coutrot
Simaris, France
Bernard COUTROT is currently a consultant and CEO of SIMARIS S.A. Prior to that Bernard Coutrot worked for LINE DATA INTERNATIONAL (management and marketing of net banking), for COREF (a consulting company in quantitative marketing) and for CEGOS.
His long career has made him an expert in marketing, economic and transport surveys. Bernard is also a professor of Statistics.
Since 2002 he has joined CESP’s Scientific Committee as a member specialised in outdoor surveys. He has also contributed many of his works to INSEE (French statistic Bureau) and he is author of several books on statistics, economics, and financial and prospective matters.
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