Audience First - Campaign Effectiveness Research For Digital Place-Based Media


Published on

The WHY, HOW and WHAT of Campaign Effectiveness research for digital place-based media.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Peoplecount, established in 1995, is an experienced third-party supplier of audience measurement and advertising effectiveness research for both digital and static outdoor advertising, place-based media and in-retail networks. We are proud to have won the 2009 MediaPost DOOH Award for Most Innovative Audience Research/Metrics System.Peoplecount is staffed with engineers, geographic information specialists, data analysts and a network of field surveyors. Clients include out-of-home advertising associations, operators of digital out-of-home advertising networks, ad agencies and retailers.Peoplecount was an integral member of the team of specialists who developed the TAB’s Eyes On Audience Ratings for traditional outdoor advertising, including digital billboards. We are currently working with the U.S. government’s Transportation Research Board to develop the Eyes On Audience Metrics model for public transit media.Visit us at
  • These are the benefits of any type of media research, whether campaign-specific or network-specific.
  • Peoplecount’sAudienceScopesurvey packages make off-the-shelf research easy to buy. Defined by the number of questions, venues and responses, this is a quick way to build in research costs with every campaign. By adding on-site counting to the intercept survey packages, Peoplecount offers DigitalcountsExpresso, a DPAA-compliant audience metrics service. The pre-packaged, one-price solution is perfect for most place-based media networks.A full description of AudienceScope, DigitalcountsExpresso and other solutions may be found at Various fact sheets and rate cards are available for downloading.
  • Audience First - Campaign Effectiveness Research For Digital Place-Based Media

    1. 1. AUDIENCE FIRST:Campaign Effectiveness Research forDigital Place-Based Media<br />Presented at Digital Signage Expo, Las Vegas<br />February 23, 2011<br />Kelly McGillivray, P.Eng.<br />President & Chief Methodologist<br />Peoplecount<br />
    2. 2. AUDIENCE FIRST<br />A successful ad campaign:<br /><ul><li>considers the Audience First
    3. 3. is vying for brain “real estate”
    4. 4. caters to State of Mind:
    5. 5. hurried vs relaxed
    6. 6. competing stimuli
    7. 7. dwell time in venue
    8. 8. purpose (work/play)
    9. 9. time of day/day of week</li></li></ul><li>I’m going to talk about….<br />WHY do campaign effectiveness research?<br />HOW do we do it?<br />WHAT to measure?<br />Then, some RECOMMENDATIONS<br />
    10. 10. WHY?<br />Accountability<br />Prove the campaign delivered RESULTS<br />Credibility<br />Remove the RISK of an unproven medium<br />Differentiation<br />UNIQUE interaction of audience, medium and message<br />
    11. 11. The REAL Research Objectives<br />Make me look good* (= happy client)<br />Make my job easier (= “no-brainer” decisions)<br />Help me do better next time (= fine-tuning)<br />*No, this doesn’t mean fudging the results<br />
    12. 12. HOW?<br />Intercept Surveys (on site)<br />Campaign objectives?<br />What to ask? (typically 8-15 questions)<br />How many? (100+ samples)<br />Targeted or random?<br />Pre and post?<br />Choose representative venues<br />How many? Which markets?<br />
    13. 13. Research<br />Metrics<br />Gold<br />Nuggets<br />Compelling<br />Story<br />
    14. 14. WHAT?<br />Typical measures<br />Screen notice<br />Brand awareness<br />Ad/message recall<br />Consumer behavior/preference<br />Action/purchase intent<br />Demographics<br />Dwell time<br />
    15. 15. SCREEN NOTICE (Averages)<br /><ul><li>Unaided and Aided
    16. 16. Do eyeballs connect AND brain remember?</li></ul>Influences:<br /><ul><li>Is the screen ON?
    17. 17. Placement is KEY
    18. 18. EYE-LEVEL is good
    19. 19. AMBIENT issues (sunlight, weather, clutter, obstructions, direction facing, % of venue traffic in area)</li></li></ul><li>AD RECALL (Examples)<br />Range of Results:<br />8% to 100%<br /><ul><li>Unaided and Aided
    20. 20. As % of those who noticed screen</li></ul>Influences:<br /><ul><li>State of mind
    21. 21. % of loop length
    22. 22. Dwell time
    23. 23. SIMPLE message
    24. 24. RELEVANT
    25. 25. Each frame counts
    26. 26. Don’t rely on audio</li></ul>Continuous play, interactive, very large<br />Dwell time = 60 minutes<br />Loop Length = 30 minutes<br />Ad Length = 30 seconds<br />Repetitions per loop = 3<br />Product or logo = 5 seconds<br />OPPORTUNITY = 1.7%<br />
    27. 27. DWELL TIME (Methods)<br />Methods of Measuring:<br /><ul><li>Timed</li></ul>- Short dwell times<br />- When accuracy needed (e.g., queue analysis)<br /><ul><li>Self-Reported</li></ul>- Longer dwell times<br />- Accuracy not critical<br /><ul><li>Influences:
    28. 28. Perception vs Reality (e.g., waiting vs doing)
    29. 29. Varies by venue, time of day, day of week</li></li></ul><li>WHAT MATTERS<br />Screen placement<br />Screen notice<br />Ad as % of screen time<br />Creative – RELEVANT<br />State of Mind<br />
    30. 30. RECOMMENDATIONS FORNETWORKS<br />Conduct audience research BEFORE network build-out<br />Pilot studies are GOOD<br />Sell AUDIENCE not screens<br />Ongoing research budget<br />
    31. 31. RECOMMENDATIONS FORBUYERS<br />Do lots of this - get to know what works<br />Know the DS networks you’re buying<br />Buy AUDIENCE not venues<br />Creative and loop length match audience<br />
    32. 32. “Thank You.”Kelly McGillivray, P.Eng.President & Chief<br />