- The measurement of audiences in the outdoor media is progressing with defined objectives: to expand the study, adapt to the new peculiarities of the sector, improve the comparison between media and incorporate international standards. The improvement respects ESOMAR's guidelines and maintains the market's advertising metrics: coverage, frequency, OTS...
- By incorporating the adjustments requested by the market, viewability is improved, the floating population is taken into account and the reference universe is brought into line with that of other studies, which facilitates comparison between media.
- Audience is neither count nor presence, so international visibility standards, present in more than 15 countries, are incorporated to adjust the contact between individual and advertising.
- The audience measurement will be applied to the outdoor media as well as to the measurement of buses in Madrid and metro stations in Madrid, Barcelona and Bilbao.
- The main agents of the media have collaborated in the project: Callao City Lights, Clear Channel, Espacio, Exterion Media, GroupM, Havas Group, IEPE, JcDecaux, Magna Global, OMD, Posterscope, Publicis or VSA.
CUENDE Infometrics presents the GEOMEX 3.0 platform, the evolution of the audience measurement system that responds to the needs of the sector: to expand the study, adapt to the new peculiarities of the sector, improve the comparison between media and incorporate international standards. The improvement respects ESOMAR's guidelines and maintains the market's advertising metrics: coverage, frequency, OTS...
Counting is not hearing
Unlike other media, in outdoor advertising it is not sufficient to say that proximity to the advertising screen is equivalent to contact. The measurement is affected by the circumstances of the individual, the characteristics of the media and the circumstances of the environment.
For example, the audience of a support varies depending on the angle it maintains with each individual, the direction of movement of the individual or whether they move on foot or in a vehicle. It is also affected if the stand is illuminated or not, if it is raised above 2.5 meters from the ground, if it is digital or, for example, if there are urban obstacles that may limit visibility.
These are just a few examples that show that circumstances matter and that the count or presence is not audience, and for this reason the aim of the GEOMEX study is to go beyond the simple count of those who pass by an advertising medium to determine who can really see it based on a set of factors, as it is about building trust by offering the market a qualified advertising data.
Application of international coefficients for visibility adjustment
To guarantee the contact between the individual and the panel, GEOMEX 3.0 adds to the structural adjustments of visibility additional factors such as the height of the support from the ground, sunlight or international indicators (VACs) from a study carried out in the UK for more than 13 years. This research was carried out using eye-tracking methodology analysing how people view different outdoor advertising formats in different situations, taking into account movement in a vehicle or as a pedestrian.
According to the study, advertising visibility is influenced by at least 10 different factors, including the distance from the support to the kerb, the distance from the individual, speed, support sizes, types of lighting, angle to the street, sides of the street and the individual's mode of transport.
In its application in the Spanish market, it works with more than 2 million combinations of VACs that are taken into account every time the audience of a medium is calculated.
Reconciliation of universes for media comparison and Floating Population
Along with the visibility adjustments, two other new features have been added to the study. On the one hand, the reference universe has been expanded to bring it into line with other studies and to make it easier for the market to plan and compare circuits and media with other media. As a result, the study now contemplates individuals aged 14+, and modifies the localities that make up the metropolitan areas of reference.
On the other hand, it incorporates information on commuters, that is, the demographic contingent of people who, while not registered in a municipality, habitually pass through it for various reasons, whether work, culture, leisure, or for any other reason.
Geomex 3.0, the industry's answer
This work has been developed thanks to the collaboration of the main agents in the sector and especially their representatives on the GEOMEX Board, who have helped to identify the real needs in a changing market and have made valuable contributions. And as some of the participants indicated " ... And it will not be the last evolution that we can expect from the external environment".
