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OAM Latin America<br />IBOPE<br />Antonio Wanderley<br />
Media Services(Media Consumption)<br />
OOH Measurement: Mexico<br />The Out-of-Home advertising industry has grown 57% since 2002* and IBOPE has since developed ...
AUDIENCE- Number of people who travel through a rout, frequency, method of transportation and likelihood of seeing the adv...
Measured formats:<br />Bulletins<br />Mural<br />Wall murals<br />Overpasses<br />Digital billboards<br />Bus stops<br />N...
Coverage:<br />Mexico City<br />Guadalajara<br />Monterrey<br />Area of Study<br />Total OOH sites<br />2,500 <br />5,214<...
Methodology<br />1.- Digital mapping<br />SOFTWARE<br /><ul><li>MW Outdoors
Outdoors MAP</li></ul>2.- Interviews:<br />Start point-destination<br />3.- Visibility Study<br />
Complete Map (Mexico City)<br />City regions<br />Points of interest<br />Vendorseleccion<br />Zoom<br />
2.- Start point – Destination study<br />Questionnaire:<br /><ul><li>Daily route: weekdays and weekends
Closest corner to start point
Transportation method
Daily/nightly routes
Public transportation routes</li></ul>Interview results are validated based on a digital system that verifies the area map...
3.- Visibility <br />Measurement:<br />Visibility os measured using especially equiped cars with GPS digical cameras to me...
Audience Variables<br />Rch%<br />Rch#<br />Reach<br />Grx%<br />Grx#<br />CummReach<br />Rat%<br />Rat#<br />Rating<br />...
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OAM Latin America

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Presented at the OAAA/TAB convention 2011

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  • In most of the cases the new sitesreachedhighervaluesthanthosethatweresubstitutedIn Monterrey althoughthevalues of the new one are nothigher, itwascompensendbythevisibilityseconds.
  • Transcript of "OAM Latin America"

    1. 1. OAM Latin America<br />IBOPE<br />Antonio Wanderley<br />
    2. 2. Media Services(Media Consumption)<br />
    3. 3. OOH Measurement: Mexico<br />The Out-of-Home advertising industry has grown 57% since 2002* and IBOPE has since developed the first measurement service to measure Audience and Visibility of this medium in the regions of: Mexico City, Guadalajara and Monterrey.<br /><ul><li> VISIBILITY- seconds of visibility, maximum distance visibility and impediments.
    4. 4. AUDIENCE- Number of people who travel through a rout, frequency, method of transportation and likelihood of seeing the advertisement. Targets can be defined by gender, age, and SEL. </li></ul>* Marketvalue AAM (MexicanAssociation of Advertisers)<br />
    5. 5. Measured formats:<br />Bulletins<br />Mural<br />Wall murals<br />Overpasses<br />Digital billboards<br />Bus stops<br />Newspaper stands<br />Shoe shining stands<br />Mail boxes<br />Bulding column posters<br />Spectaculars<br />StreetFurniture<br />Billboards<br />Source: ClassificationIBOPE AGB México<br />
    6. 6. Coverage:<br />Mexico City<br />Guadalajara<br />Monterrey<br />Area of Study<br />Total OOH sites<br />2,500 <br />5,214<br />18,262<br />10,548<br />Measured OOH sites<br />8,596 <br />2,320 <br />4,048<br />14,964<br /> 81%<br /> 93%<br /> 78%<br /> 82%<br />Total universe based on personal interviews with clients and prospects. <br />
    7. 7. Methodology<br />1.- Digital mapping<br />SOFTWARE<br /><ul><li>MW Outdoors
    8. 8. Outdoors MAP</li></ul>2.- Interviews:<br />Start point-destination<br />3.- Visibility Study<br />
    9. 9. Complete Map (Mexico City)<br />City regions<br />Points of interest<br />Vendorseleccion<br />Zoom<br />
    10. 10. 2.- Start point – Destination study<br />Questionnaire:<br /><ul><li>Daily route: weekdays and weekends
    11. 11. Closest corner to start point
    12. 12. Transportation method
    13. 13. Daily/nightly routes
    14. 14. Public transportation routes</li></ul>Interview results are validated based on a digital system that verifies the area map and as well as public transportation routes.<br />¿How do we know how many people see an advertisment?<br />Sampleframe: Digital telephone database<br />
    15. 15. 3.- Visibility <br />Measurement:<br />Visibility os measured using especially equiped cars with GPS digical cameras to measure visibility seconds, maximum visibility distance and impediments. <br />Green Seconds<br />70% or more visibility<br />Red Seconds<br />Less than 70% visibility<br />Maximum visible distance<br />
    16. 16. Audience Variables<br />Rch%<br />Rch#<br />Reach<br />Grx%<br />Grx#<br />CummReach<br />Rat%<br />Rat#<br />Rating<br />CummRat<br />Grp%<br />Grp#<br />FMS<br />AverageWeeklyFrequency<br />SVS<br />Visibilityseconds<br />
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    32. 32. SuccessStory:Coppel<br />Challenge:<br />Coppel wanted to reduce its budget without compromising the number of impacts for its campaign.<br />Strategy:<br />CBS Outdoor began to generate possible scenarios using OAM in order to compensate the budget cut by focusing the campaign on the client’s specific target (P18-35 CD+)<br />
    33. 33. Coppel<br />Results:<br />With OAM, CBS was able to strategically reallocate Coppel’s advertisements away from “premium buildboards” placing them in locations that more effectively reached the client’s target audience. <br />
    34. 34. Conclusions<br />OAM repositions OOH media as a measureable and accountable one which can be compared to the likes of TV, Radio and Print.<br />OOH may be included in a media plan as a strategic medium in addition to a massive media option.<br />
    35. 35. Thank You <br />

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