Outdoor Impression Measurement System
Outdoor advertising impressions have been tracked traditionally from ages by using traffic counts and daily effective circulation (DEC) in order to estimate reach. Over the years these estimates/figures are only the possible means to measure/track the impression count of an OOH campaign.
Several researches are going from years to give accurate results about number of impressions/views count for outdoor advertisements. The new and improvised versions of DEC of audience measurement have been developed to track out-of-home advertisement metrics. The first method that rolled out is called as Eyes on Impressions (EOIs) but later it has been renamed TAB Out-of-Home Ratings (Updated 2017: renamed again to Geopath).
Accurate measurement in OOH Advertisements
The new system of outdoor advertisement impression tracker focuses on the number of consumers/viewers those who can view or see the advertisement, who eventually may get converted and are actually noticed the advertisement
The impressions/views tracked report is derived from various parameters like Daily Effective Circulations (DECs), Total Population in the region (Census report), Travel Surveys, Analytics reports, Data Modeling and Visibility Adjustment Indices (VAIs). VAI consider certain physical characteristics like Placement of the Unit, on what side of the road when viewed, Distance from traffic when viewed the Ad, Road type where Ad is placed on, whether the unit is illuminated, the size of advertisement, angle of ad relative to oncoming traffic and who has viewed the Ad (Pedestrians, Vehicles or both).
Switching towards new and improvised outdoor advertisement impression tracker cannot be happened immediately, agencies throughout are acclimating to the change. Outdoor Ad impressions are only completely examined impression metric used to measure outdoor advertising.
Frequently Asked Questions about Outdoor Impressions
- Which media types are currently available with Outdoor impression data?
Weekly impression tracking figures are presently available for Billboards/Hoardings, Bus shelters and street level media. Impressions are being calculated for all the possible Outdoor media and will be made available to the customers once the detailed tracking information is live and up to date.
- Outdoor Impression figures are really reliable?
Yes, these metrics are reliable as it was audited impression metric used for outdoor media advertising system. The companies like Advertising Research Foundation (ARF) has announced the Innovation of the Year Award to the newly and improvised Outdoor Impression measurement System. As on comparison, Daily Effective Circulation (DEC) figures calculates potential reach, where as Outdoor impression system calculates the actual reach!
- Where this Outdoor Impressions data can be found?
We collect the weekly impression data for the presentation during the proposal process with you. This attention to detail is part of our standard media research. If you need to know the weekly outdoor impression data, you are welcome to contact us through our dedicated support ADIfy, we will be very happy in assisting you.
- Does OOH advertising costs rises with implementation of new Outdoor Impression measurement System?
Here comes the concerns towards new outdoor impression measurement system would increase cost of OOH advertising. Truth is that the new system will increase the value and quality in outdoor advertising but not the cost of advertising. It gives more accurate figures for audience and conversions tracking that helps media owners/planners and Advertisers/buyers to find the necessary tools in order to decrease their Cost per Million, by lowering the unnecessary tracking elements.
- Why DEC metrics are are often higher than Outdoor Impressions metrics?
Usually DEC figures are higher than the Outdoor Impression figures because DEC system considers the number of views that billboard/hoarding could possibly receive per day, these metrics are not absolute and accurate figures as these were predicted based on vehicular traffic and will not consider the viewer had saw the ad or not whereas Outdoor Impression system calculates the metrics of viewers who has actually viewed the Advertisement.
- How to use the comp metrics listed with outdoor impression data?
The Outdoor Impression comp metrics are the actual metrics of the number of viewers saw the ad unit that is composed of a target demographic. Let’s understand with an example, consider an ad unit which has comp of 78% listed as adult males with annual income of 4500k+, that is what the ad campaign target meant for, ie., 78% of weekly impression metrics listed were derived from exclusive members of target demographic
- What are the benefits of comp figures for an ad campaign?
In past, when targeting a particular community with particular age group, conversions were received from a location where it has high density of targeted community living. This kind of targeting cannot effectively reach the target audience. A new way of reaching the audience gives targeting the traffic outside the community, this allows to start reaching audience in dual targets ie., as primary demo target the general audience irrespective of community but with particular age group and secondary demo target the audience with particular community and age group will give more reach for the ad unit and will make audience to buy at least minimum in each demo to generate more conversions than the traditional targeting.
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