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.
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 />
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 />
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 />
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 />
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 />
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 />