This document provides global guidelines for measuring audiences of out-of-home advertising. It aims to introduce consistent measurement standards worldwide and promote best practices. The guidelines define key terms, recommend data to provide users, and describe principles like transparency and scientific methods. They also discuss organizing measurement systems, defining out-of-home media, and how to measure audiences, mobility, display panels, and estimate reach and frequency.
The document discusses how out-of-home (OOH) advertising is a clever investment that provides a high return on investment (ROI) according to global econometric studies. It provides examples from Australia showing that OOH delivers greater reach efficiency than TV, improves ROI when used with other media like TV and print, and increases the memory of other advertising by 30%. The Outdoor Media Association aims to promote the OOH industry in Australia.
MOVE is Australia's first national industry-wide audience measurement system for out-of-home (OOH) media. It is a web-based interactive planning tool that measures audiences of all major OOH environments like roadside, airports, railway stations, buses, trams, and shopping centers. MOVE uses a sophisticated design based on comprehensive transport and traffic models to track people's travel patterns and allocate audiences to over 67,000 outdoor advertising faces based on their location, size, orientation, and illumination. It introduces a new currency called Likelihood To See (LTS) to report the probable audiences exposed to an ad, rather than just the total potential audiences.
This document summarizes a study that estimated the visibility of poster panels for pedestrians. The study used the same eye-tracking methodology as a previous study on the visibility of posters for drivers. Pedestrians' eye movements were recorded as they viewed scenes from four environments - arterial roads, residential areas, shopping areas, and railway stations. The study found that hit rates (the proportion of observers who fixated on posters) were lower for smaller poster panels and tended to decrease with greater distance from the roadside. Hit rates accumulated over time similarly to the previous driver study. However, pedestrians' visual behavior may resemble passengers more than drivers. Further research is needed to better understand pedestrians' visual orientation and how it affects viewing posters
This document provides global guidelines for measuring audiences of out-of-home advertising. It aims to introduce consistent measurement standards worldwide and promote best practices. The guidelines define key terms, recommend data to provide users, and describe principles like transparency and scientific methods. They also discuss organizing measurement systems, defining out-of-home media, and how to measure audiences, mobility, display panels, and estimate reach and frequency.
The document discusses how out-of-home (OOH) advertising is a clever investment that provides a high return on investment (ROI) according to global econometric studies. It provides examples from Australia showing that OOH delivers greater reach efficiency than TV, improves ROI when used with other media like TV and print, and increases the memory of other advertising by 30%. The Outdoor Media Association aims to promote the OOH industry in Australia.
MOVE is Australia's first national industry-wide audience measurement system for out-of-home (OOH) media. It is a web-based interactive planning tool that measures audiences of all major OOH environments like roadside, airports, railway stations, buses, trams, and shopping centers. MOVE uses a sophisticated design based on comprehensive transport and traffic models to track people's travel patterns and allocate audiences to over 67,000 outdoor advertising faces based on their location, size, orientation, and illumination. It introduces a new currency called Likelihood To See (LTS) to report the probable audiences exposed to an ad, rather than just the total potential audiences.
This document summarizes a study that estimated the visibility of poster panels for pedestrians. The study used the same eye-tracking methodology as a previous study on the visibility of posters for drivers. Pedestrians' eye movements were recorded as they viewed scenes from four environments - arterial roads, residential areas, shopping areas, and railway stations. The study found that hit rates (the proportion of observers who fixated on posters) were lower for smaller poster panels and tended to decrease with greater distance from the roadside. Hit rates accumulated over time similarly to the previous driver study. However, pedestrians' visual behavior may resemble passengers more than drivers. Further research is needed to better understand pedestrians' visual orientation and how it affects viewing posters
This document summarizes an early study from 1995-1996 that was the first in a series conducted by Birkbeck College to measure the visibility of outdoor advertising poster panels for drivers and passengers. The study used eye tracking equipment to record subjects' eye movements as they viewed photographs of road scenes for 6 seconds each. Hit rates for noticing poster panels of different sizes (6, 48, and 96 sheets) were measured across three road environments (Arterial, Residential, Shopping) to assess how factors like panel size, environment, and driver vs. passenger viewpoint affected visibility. Preliminary results found hit rates generally increased with larger panel size and tended to be lower in Shopping environments. Hit rates also decreased with greater distance from the road
This study used eye tracking to measure visibility hit rates for poster panels across different environments from both driver and pedestrian perspectives. Over 90 participants had their eye movements recorded while viewing over 300 scenes from roadside, retail, and tube/rail settings containing poster panels. Hit rates varied significantly based on factors like viewing distance and panel orientation. Standardizing for these properties allowed for more direct comparisons of visibility across panel types and locations. The results provide a comprehensive dataset on outdoor poster panel visibility.
The document provides guidelines for creating effective outdoor advertising campaigns. It discusses that outdoor advertising has a brief duration of exposure, so messages need to be simple and easily understandable. It also emphasizes the importance of repetition and frequency to compensate for the brief exposure. Finally, it examines how recall of advertising messages is impacted by distance, with only prominent elements like models being recognizable from far away. Therefore, outdoor ads must use a clear reading hierarchy to guide viewers' eyes to the most important message elements.
Dentsu Aegis Network ve müşterilerine özel global , tek kaynaklı, araştIrma , analiz ve iletişim planlama
sistemidir.
CCS verilerin sadece derlenip ve raporlandığı bir araştırmanın ötesinde, global ya da lokal tüketici ve temas noktası içgörülerini kaynak alan iletişim stratejileri geliştirilebildiği , markaya özel iletişim planlama karar ve uygulamaları öneren bir sistemdir.
KURUKAHVECİ MEHMET EFENDİ KURUMSAL İLETİŞİM HALKLA İLİŞKİLER KAMPANYASI TASARIMIÖmür Talay
Akdeniz Üniversitesi İletişim Fakültesi Halkla İlişkiler ve Tanıtım
Detaylı bilgi, reklam filmi, ajans tanıtımı ve görseller için aşağıdaki linkleri tıklayınız.
https://www.youtube.com/watch?v=i_QeB1faU9c
https://www.youtube.com/watch?v=3nsf8rpxoZU
https://www.youtube.com/watch?v=slHeM763p4g
Bu sunum 'Medya Planlama' alanıyla ilgilenen insanlara örnek bir medya planı ve medya planlama sunumu göstermek amacıyla benim tarafımdan hazırlanmıştır. 'Selpak' bu sunum için rastgele seçilmiş bir markadır ve bu sunumun Selpak'ın gerçek medya planlama stratejileriyle hiçbir ilgisi yoktur.
Dondurulmuş gıda sektörü için yeni bir ürün oluşturmal ve tüketicide dondurulmuş gıdaların besin değerinin eksik ve lezzetinin kötü olduğuna dair bir önyargının kırılmasına yönelik bilinçlendirme faaliyetleri.
This document summarizes an early study from 1995-1996 that was the first in a series conducted by Birkbeck College to measure the visibility of outdoor advertising poster panels for drivers and passengers. The study used eye tracking equipment to record subjects' eye movements as they viewed photographs of road scenes for 6 seconds each. Hit rates for noticing poster panels of different sizes (6, 48, and 96 sheets) were measured across three road environments (Arterial, Residential, Shopping) to assess how factors like panel size, environment, and driver vs. passenger viewpoint affected visibility. Preliminary results found hit rates generally increased with larger panel size and tended to be lower in Shopping environments. Hit rates also decreased with greater distance from the road
This study used eye tracking to measure visibility hit rates for poster panels across different environments from both driver and pedestrian perspectives. Over 90 participants had their eye movements recorded while viewing over 300 scenes from roadside, retail, and tube/rail settings containing poster panels. Hit rates varied significantly based on factors like viewing distance and panel orientation. Standardizing for these properties allowed for more direct comparisons of visibility across panel types and locations. The results provide a comprehensive dataset on outdoor poster panel visibility.
The document provides guidelines for creating effective outdoor advertising campaigns. It discusses that outdoor advertising has a brief duration of exposure, so messages need to be simple and easily understandable. It also emphasizes the importance of repetition and frequency to compensate for the brief exposure. Finally, it examines how recall of advertising messages is impacted by distance, with only prominent elements like models being recognizable from far away. Therefore, outdoor ads must use a clear reading hierarchy to guide viewers' eyes to the most important message elements.
Dentsu Aegis Network ve müşterilerine özel global , tek kaynaklı, araştIrma , analiz ve iletişim planlama
sistemidir.
CCS verilerin sadece derlenip ve raporlandığı bir araştırmanın ötesinde, global ya da lokal tüketici ve temas noktası içgörülerini kaynak alan iletişim stratejileri geliştirilebildiği , markaya özel iletişim planlama karar ve uygulamaları öneren bir sistemdir.
KURUKAHVECİ MEHMET EFENDİ KURUMSAL İLETİŞİM HALKLA İLİŞKİLER KAMPANYASI TASARIMIÖmür Talay
Akdeniz Üniversitesi İletişim Fakültesi Halkla İlişkiler ve Tanıtım
Detaylı bilgi, reklam filmi, ajans tanıtımı ve görseller için aşağıdaki linkleri tıklayınız.
https://www.youtube.com/watch?v=i_QeB1faU9c
https://www.youtube.com/watch?v=3nsf8rpxoZU
https://www.youtube.com/watch?v=slHeM763p4g
Bu sunum 'Medya Planlama' alanıyla ilgilenen insanlara örnek bir medya planı ve medya planlama sunumu göstermek amacıyla benim tarafımdan hazırlanmıştır. 'Selpak' bu sunum için rastgele seçilmiş bir markadır ve bu sunumun Selpak'ın gerçek medya planlama stratejileriyle hiçbir ilgisi yoktur.
Dondurulmuş gıda sektörü için yeni bir ürün oluşturmal ve tüketicide dondurulmuş gıdaların besin değerinin eksik ve lezzetinin kötü olduğuna dair bir önyargının kırılmasına yönelik bilinçlendirme faaliyetleri.
17. Paul BarberSimon Cooper
Eye Tracking Araştırması
İngiltere’de Seyahat Araştırması ve OTS’ten oluşan ilk yol üstü erişim ve frekans
modeli oluşturuldu. (1988)
!
‘Göz İzleme Teknolojisi’ kullanılarak panel görünürlüğü çalışmaları geliştirildi.
(1994)
18.
19. Eye Tracking
Sürücü ve yayaların seyir esnasındaki göz hareketlerini kaydederek,
önlerine çıkan reklam panellerini görme olasılıklarına göre panellerin
görünürlük kriterlerini belirleyen bir çalışmadır.
!
Böylece, belirli mesafe ve hızlar için farklı özellikteki panellerin görülme
olasılıkları hesaplanır.
25. Planlama için
bilgisayara
yüklenmesi
Eğitim
Çalışmaları
Araştırma Mimarisi
Lansman Mayıs 2014
5.575
Toplam Denek
VAC
41,029 Yolüstü
2,312 Yolüstü olmayan
Toplam Yüz Sayısı: 43,341
Panel
Sınıflandırma
Modelleme
Trafik
Sayımı
1574 noktada yolüstü araç
sayımı + 300 merkezi
noktada yaya sayımı
!
Seyahat
Araştırması "GPS"
1.708
'GPS İzleme’ 14 gün 'Dün Anketi'
Seyahat
Araştırması "Dün"
3.867
26. Araştırma Mimarisi
41,029 Yolüstü
2,312 Yolüstü olmayan
Toplam Yüz Sayısı: 43,341
Trafik
Sayımı
Seyahat
Araştırması "Dün"
Seyahat
Araştırması "GPS"
5.575
Toplam Denek
VAC
Panel
Sınıflandırma
1574 noktada yolüstü araç
sayımı + 300 merkezi
noktada yaya sayımı
!
Modelleme
Planlama için
bilgisayara
yüklenmesi
Eğitim
Çalışmaları
Lansman Mayıs 2014
1.708
'GPS İzleme’ 14 gün 'Dün Anketi'
3.867
41. Planlama için
bilgisayara
yüklenmesi
Eğitim
Çalışmaları
Araştırma Mimarisi
Lansman Mayıs 2014
41,029 Yolüstü
2,312 Yolüstü olmayan
Toplam Yüz Sayısı: 43,341
Trafik
Sayımı
Seyahat
Araştırması "Dün"
Seyahat
Araştırması "GPS"
5.575
Toplam Denek
VAC
Panel
Sınıflandırma
1574 noktada yolüstü araç
sayımı + 300 merkezi
noktada yaya sayımı
!
Modelleme
1.708
'GPS İzleme’ 14 gün 'Dün Anketi'
3.867
43. 0
15
30
45
60
75
90
Ocak Şubat Mart Nisan Mayıs Haziran Temmuz Ağustos Eylül Ekim Kasım Aralık
Gün Doğumundan Gün Batımına
Yaya ve Araç Trafik Yoğunluğu
44. Planlama için
bilgisayara
yüklenmesi
Eğitim
Çalışmaları
Araştırma Mimarisi
Lansman Mayıs 2014
41,029 Yolüstü
2,312 Yolüstü olmayan
Toplam Yüz Sayısı: 43,341
Trafik
Sayımı
Seyahat
Araştırması "Dün"
Seyahat
Araştırması "GPS"
5.575
Toplam Denek
VAC
Panel
Sınıflandırma
1574 noktada yolüstü araç
sayımı + 300 merkezi
noktada yaya sayımı
!
Modelleme
1.708
'GPS İzleme’ 14 gün 'Dün Anketi'
3.867
46. • 8 aylık bir süreyi kapsamıştır.
• Önce seyahat araçlarını ve rotalarını belirlemek üzere, geniş
ölçekli pazar araştırma anketleri yürütülmüş,
• Sosyo-ekonomik yapıyı yansıtması için yaş, cinsiyet, SES'e göre
kotalar uygulamıştır.
Kim, nereye, ne sürede,
hangi araçla, hangi rotayı izleyerek gidiyor?
Seyahat Araştırması
5.575
Toplam Denek
1.708
'Dün Anketi''GPS İzleme’ 14 gün
3.867
49. Araştırma Kapsamındaki Hedef Kitleler
Adults 15+ Adults 15-24 Adults 20+ ABC1 Adults 20-44 ABC1
Adults 15+ AB Adults 15-24 AB Adults 20+ ABC1 Working Adults 20-44 ABC1C2
Adults 15+ ABC1 Adults 15-24 ABC1 Adults 20+ ABC1C2 Adults 20-44 Working
Adults 15+ ABC1C2 Adults 15-24 ABC1C2 Adults 20-24 Adults 25+
Adults 15+ C1 Adults 15-44 Adults 20-24 Student Adults 25+ AB
Adults 15+ C2 Adults 15-44 ABC1 Adults 20-34 Adults 25+ ABC1
Adults 15+ DE Adults 15-44 ABC1C2 Adults 20-34 ABC1 Adults 25+ ABC1C2
Adults 15+ Main Shopper Adults 18+ with Car Adults 20-34 ABC1C2 Adults 25-34
Adults 15+ with Children <14 years Adults 20+ Adults 20-44 Adults 35-44
Adults 15-19 Adults 20+ AB Adults 20-44 AB Adults 45+
50. Araştırma Kapsamındaki Hedef Kitleler
Female 15+ Female 20-34 ABC1 Female 25+ AB Male 20-34 ABC1C2
Female 15+ ABC1 Female 20-34 ABC1C2 Female 25+ ABC1 Male 20-44
Female 15+ ABC1C2 Female 20-44 Female 25+ ABC1C2 Male 20-44 AB
Female 15+ Main Shopper Female 20-44 AB Male 15+ Male 20-44 ABC1
Female 15+ with Children <14 years Female 20-44 ABC1 Male 15+ ABC1 Male 20-44 ABC1C2
Female 15+ with Children 0-6 Female 20-44 ABC1 Main Shopper Male 15+ ABC1C2 Male 20-44 Working
Female 15+ with Children 7-14 Female 20-44 ABC1C2 Male 20+ Male 25+
Female 20+ Female 20-44 ABC1C2 Main Shopper Male 20+ AB Male 25+ AB
Female 20+ AB Female 20-44 C1C2 Male 20+ ABC1 Male 25+ ABC1
Female 20+ ABC1 Female 20-44 Working Male 20+ ABC1C2 Male 25+ ABC1C2
Female 20+ ABC1C2 Female 25+ Male 20-34 ABC1 Male 25+ ABC1C2
51. Araştırma Kapsamındaki Hedef Kitleler
Adults Internet usage - Heavy Adults OOH usage - Heavy Adults Radio listening - Light
Adults Internet usage - Light Adults OOH usage - Light Adults Radio listening - Medium
Adults Internet usage - Medium Adults OOH usage - Medium Adults TV Viewing - Heavy
Adults Newspaper - Light Female OOH usage - Heavy Adults TV Viewing - Light
Adults Newspaper- Heavy Male OOH usage - Heavy
Adults Newspaper- Medium Adults Radio listening - Heavy
52. Planlama için
bilgisayara
yüklenmesi
Eğitim
Çalışmaları
Araştırma Mimarisi
Lansman Mayıs 2014
41,029 Yolüstü
2,312 Yolüstü olmayan
Toplam Yüz Sayısı: 43,341
Trafik
Sayımı
Seyahat
Araştırması "Dün"
Seyahat
Araştırması "GPS"
5.575
Toplam Denek
VAC
Panel
Sınıflandırma
1574 noktada yolüstü araç
sayımı + 300 merkezi
noktada yaya sayımı
!
Modelleme
1.708
'GPS İzleme’ 14 gün 'Dün Anketi'
3.867
53. • Yazılımı bilgisayarımıza indiriyoruz.
• Görünürlük Ayarlı Erişim ve Frekans = GRP (network bazında)
• Önemli Trafik akış değişimlerinde yenilenme
• Marmaray etkisinin ölçülmesi 2014 Sonbahar
• 3. Köprü etkisinin ölçülmesi 2016
İzle Araştırma