Yolanda Marugán, Projects & Clients OOH knowledge Director at CUENDE, publishes an interesting article on GEOMEX 4.01, the evolution of the Spanish Outdoor Audience measurement system.
The article is published in issue 148 of the magazine "Investigación & Marketing", which is dedicated to media research and from which we offer an excerpt:
GEOMEX 4.01: EVOLUTION OF HYBRID OUTDOOR AUDIENCE MEASUREMENT
The historical complexity of measuring the outdoor environment, due to its own characteristics of locations, formats, dispersion and mobility, as well as the need to reach a consensus on parameters with respect to the object of measurement, has been an important incentive for the search for and incorporation of sophisticated technologies. This article presents some of the new approaches that, from the consistency of a tool consolidated over time, approaches a hybrid measurement anchored in technological developments.
All audience research has its own challenges, but all share the special character of providing strategic information for decision making by providing the most common and valuable monetary metric for the media; the 'bargaining chip' for the buying and selling of advertising space, the instrument of value with which to quantify goods and services based on the trust and good faith that the market places in it.
In this medium, contact between the individual and the medium is considered a passive action, as the person encounters the medium on their route, but generally does not seek it out. Therefore, its measurement involves making the leap fromlikely to contact tolikely to see with methods that provide evidence of visibility and advertising metrics that are useful for the industry as a whole.
To this end, measurement has evolved closely linked to the need to develop a hybrid methodology, following ESOMAR guidelines, and to technological evolution.
OBJECTIVES FOR A NEW STAGE
The critical juncture caused by the pandemic has upset the existing economic-political balance and changed people's behaviour patterns in cities.
In the social sphere, it has led to a 'new normality', while in the field of outdoor audience measurement, it has forced the acceleration of a new present in which the needs for accurate measurement, close in time and with the widest possible coverage, are met. These are complex challenges that require a large economic investment, despite the fact that the outdoor medium
only accounts for 7% of advertising investment.
Despite the great difficulties involved, GEOMEX has already begun work on the GEOMEX 4.01 project, which seeks to meet these objectives with a hybrid methodology that takes advantage of the benefits of technological disruption: data from satellites and applications are added to surveys and A-GPS data to offer a robust system adapted to the needs of users.
- Satellite imagery for traffic volumes The use of satellite imagery is a consistent and coherent source of traffic census information at different geographic scales for a given point in time, providing information on traffic intensity and density. With the temporal analysis of this data, traffic flows and movement patterns within cities can be understood and can be modelled for audience measurement, but never to replace them, because as the industry knows, count is not audience.
- Apps to identify the origin/destination of journeys
Geolocation data is becoming increasingly important to help plan and measure advertising campaigns, so telephony data plays an important role in this advanced methodological design.
In a first phase, the study will work with data obtained from SDKs embedded in applications where the location service is a core competency and allows passive tracking of the individual.
This data, which is very useful for identifying the origin and destination of individuals' journeys, is not sufficient to calculate the actual volume of traffic intensity, so it is merged with data from satellite imagery to make appropriate adjustments to the total traffic.
With such sources, quality control is important to ensure that the final result is an accurate representation of consumption trends outside the digital environment. Therefore, for data processing, GEOMEX takes as a reference the guidelines that MRC works together with international experts to provide guidance on data quality and anonymisation, establishing requirements to be considered in the collection, cleaning and integration phases.
- Survey /A-GPS
The third source of information continues to be the survey, and sometimes A-GPS data. Between the two, demographics, other media consumption data and journey information is obtained to complement app information in those areas where it is required.
By relying on hybrid models powered by technologies as surprising as satellite, it is possible to offer homogeneous market data to respond to contexts as complex as the current one, where the industry, more than ever, is demanding with the evaluation of its campaigns. GEOMEX 4.01 proposes the evolution of the system's premises towards a more robust, global and renewed system that adjusts to the new market demands.