Global Guidelines on Out-of-Home Audience Measurement

Author(s): ESOMAR
Date of publication: 04.05.2009
ISBN: 92-831-0234-7
Order Code: Global Guidelines OOHAM
Number of pages: 28
 
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Out-of-home advertising is one of the oldest advertising media in the world. It is all around us on a day to day basis. The lack of a defined platform has made it difficult in the past for media researchers to provide measures of the audience which are comparable to audience measurements for other media. But this is now changing.
Recent advances in technology mean that it is possible to get more accurate measurements of individuals´ mobility and therefore make more reliable estimates of the number of people potentially exposed to out-of-home advertising campaigns.
Advances in understanding the psychology of perception have also allowed audience researchers to go beyond taking a "simple measurement" of the number of people passing a panel to developing a rigorous measurement of the number of people who will look at "a poster", i.e. a measure of ad exposure. These guidelines have been developed to exploit the opportunity created by this changing technology to introduce consistent and realistic measurement of audiences for out-of-home advertising around the world and to promote best practice at the national level. These guidelines:

  • provide a consistent set of definitions for key elements of the measurement
  • recommend minimum data which should be provided to users
  • provide a clear statement of operating principles and describe best practice
  • encourage international harmonisation and methodological consistency

1. INTRODUCTION 5
2. BACKGROUND 5
3. OBJECTIVES 6
3.1 DEFINITION OF OUT-OF-HOME MEDIA 6
4. TARGET AUDIENCE FOR THESE GUIDELINES 6
5. PRINCIPLES 7
5.1 Meeting Total Marketplace Needs 7
5.3 Transparency 7
5.4 Optimal Resource Allocation 7
5.5 Scientific Method 7
5.6 Best Research Practices 7
5.7 Quality Control 8
5.8 Maximising Response 8
5.9 Equal Access 8
5.10 Methodological Experimentation 8
6. ORGANISATION, CONTROL AND FUNDING 8
6.1 Supplier’s Own Service (OS) 8
6.2 User Sector Comite 8
6.3 Joint Industry Comite (JIC) 9
7. OUT-OF-HOME AUDIENCE MEASUREMENT 10
7.1 INTRODUCTION 10
7.2 DEFINITIONS 11
7.2.1 Full Motion Video 11
7.2.3 Out-of-home Advertising 11
7.2.4 Opportunity To Contact (OTC) 11
7.2.5 Visibility Adjusted Contact (VAC) 11
7.2.6 Permanent Panel 11
7.2.7 Satellite Positioning Systems 11
7.2.8 Traffic Data 11
7.2.9 Visibility Adjustment 11
7.3 POPULATION AND MOBILITY MEASURED 12
7.3.1 Population 12
7.3.2 Measuring mobility 12
7.4 SURVEY 12
7.4.1 Purpose 12
7.4.2 Survey methodology 13
7.4.3 Sample size 14
7.4.4 Sampling 14
7.4.5 Timing and frequency 15
7.4.6 Quality control 15
7.5 MOBILITY MODELLING 15
7.5.1 Transport and traffic data 15
7.5.2 Estimating numbers passing a display panel 16
7.5.3 Managing significant geographic gaps in survey coverage 17
7.5.4 Quality control (transparency, independent checks and validation) 17
7.6 ESTIMATING THE AUDIENCE FOR A DISPLAY PANEL 17
7.6.1 Opportunity to contact 18
7.6.2 Visibility adjustment 18
7.6.3 Factors to take into account 19
7.6.4 Criterion for evaluating quality of visibility adjustment 19
7.6.5 Quality control of visibility adjustment 20
7.7 PANEL CHARACTERISTICS 20
7.7.1 Type 20
7.7.2 Precise location 20
7.7.3 Quality control 21
7.8 REACH AND FREQUENCY ESTIMATION 21
7.8.1 Quality control of data prior to release 22
7.8.2 Data reissue 22
7.8.3 Software controls 22
8. DATA REPORTING AND DELIVERY 22
8.1 DELIVERY 22
8.2 REPORTING 23
9. EXTENDING AND IMPROVING 23
10. ANNEXES 24
A.1 SATELLITE POSITIONING SYS TEMS AND MAPPING 24
A.2 SATELLITE POSITIONING SYS TEMS AND MOBILITY SURVEYS 24
A.3 METHODS OF SURV EYING MOBILITY 25
A.4 VALIDATING VISIBILITY ADJUSTMENT 26
A.5 RELEVANT CODES OF ETHICS AND PROFESSIONAL PRACTICE 26
A.6 STEERING BOARD 27
A.7 TECHNICAL COMMITTEE 27


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