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OAM Latin America
 

OAM Latin America

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Presented at the OAAA/TAB convention 2011

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.

OAM Latin America OAM Latin America Presentation Transcript

  • OAM Latin America
    IBOPE
    Antonio Wanderley
  • Media Services(Media Consumption)
  • OOH Measurement: Mexico
    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.
    • VISIBILITY- seconds of visibility, maximum distance visibility and impediments.
    • 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.
    * Marketvalue AAM (MexicanAssociation of Advertisers)
  • Measured formats:
    Bulletins
    Mural
    Wall murals
    Overpasses
    Digital billboards
    Bus stops
    Newspaper stands
    Shoe shining stands
    Mail boxes
    Bulding column posters
    Spectaculars
    StreetFurniture
    Billboards
    Source: ClassificationIBOPE AGB México
  • Coverage:
    Mexico City
    Guadalajara
    Monterrey
    Area of Study
    Total OOH sites
    2,500
    5,214
    18,262
    10,548
    Measured OOH sites
    8,596
    2,320
    4,048
    14,964
    81%
    93%
    78%
    82%
    Total universe based on personal interviews with clients and prospects.
  • Methodology
    1.- Digital mapping
    SOFTWARE
    • MW Outdoors
    • Outdoors MAP
    2.- Interviews:
    Start point-destination
    3.- Visibility Study
  • Complete Map (Mexico City)
    City regions
    Points of interest
    Vendorseleccion
    Zoom
  • 2.- Start point – Destination study
    Questionnaire:
    • Daily route: weekdays and weekends
    • Closest corner to start point
    • Transportation method
    • Daily/nightly routes
    • Public transportation routes
    Interview results are validated based on a digital system that verifies the area map and as well as public transportation routes.
    ¿How do we know how many people see an advertisment?
    Sampleframe: Digital telephone database
  • 3.- Visibility
    Measurement:
    Visibility os measured using especially equiped cars with GPS digical cameras to measure visibility seconds, maximum visibility distance and impediments.
    Green Seconds
    70% or more visibility
    Red Seconds
    Less than 70% visibility
    Maximum visible distance
  • Audience Variables
    Rch%
    Rch#
    Reach
    Grx%
    Grx#
    CummReach
    Rat%
    Rat#
    Rating
    CummRat
    Grp%
    Grp#
    FMS
    AverageWeeklyFrequency
    SVS
    Visibilityseconds
  • SuccessStory:Coppel
    Challenge:
    Coppel wanted to reduce its budget without compromising the number of impacts for its campaign.
    Strategy:
    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+)
  • Coppel
    Results:
    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.
  • Conclusions
    OAM repositions OOH media as a measureable and accountable one which can be compared to the likes of TV, Radio and Print.
    OOH may be included in a media plan as a strategic medium in addition to a massive media option.
  • Thank You