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 www.peoplecount.biz.
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 http://www.peoplecount.biz/solutions.php. Various fact sheets and rate cards are available for downloading.
Audience First - Campaign Effectiveness Research For Digital Place-Based Media
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 />
AUDIENCE FIRST<br />A successful ad campaign:<br /><ul><li>considers the Audience First
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 />
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 />
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 />
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 />
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
As % of those who noticed screen</li></ul>Influences:<br /><ul><li>State of mind