OHMS (Out of Home Measurement Survey)
For decades advertisers and agency media departments alike have complained they've had no real way of measuring the reach of their outdoor advertising plans. It's a limitation that has kept the outdoor industry from growing beyond the 5% share of adspend mark in recent years. The GPS-based research methodology applied to OHMS (Out of Home Measurement Survey) is considered a quantum leap over previous outdoor ratings systems that have relied on traffic studies, the Harris model, A-values, or claimed recall. OHMS provides accountability of the outdoor advertising medium with comparative performance metrics, such as reach, frequency, GRP's, CPM, CPP etc, across media types. Simply put, the survey now allows planners to include outdoor advertising within their strategic planning scenarios using an empirical research base.
This ground-breaking methodology was first tested in Johannesburg as early as 2002. Further tests were conducted by Nielsen Outdoor in Chicago in 2004. The survey was finally conducted by Nielsen Outdoor and SAARF with the South African outdoor advertising industry led by OHMSA (Out of Home Media SA), with funds generated from MIT levies.
The research was conducted over a rolling 3 year phase between 2006 and 2008 to create a national outdoor analysis platform. The sample was made up of a representative sample of 4320 people, derived from the SAARF RAMS sample which is projected up to the SA universe. The NPod device (Nielsen Personal Outdoor Device) carried by respondents' for 10 consecutive days, records each respondents' GPS position every 5 seconds.
Impact Zone: a predefined area around each site where exposure to the site would be possible. Using panel coordinates, site type, angle to road and 140º visibility area (180º for bus shelters), the impact zone is determined - allowing for passage detection.
The national sample will be available to marketers by mid-June 2009 accessed through the Telmar (TOPS) software.
DEMOGRAPHICS TO BE USED FOR ANALYSIS
- Area (Province, Magisterial district, smaller market areas)
- Gender X Age (16-34, 35+) X Population Group
- Gender X Age (16-34, 35+) X LSM Group (LSM 1-5, 6-8, 9-10)
- LSM Group (LSM 1-3, 4, 5, 6, 7, 8, 9, 10)
- Gender x Age (16-24)
- Gender x Age (25-34)
- Gender x Age (35-49)
- Gender x Age (50+)
Topline findings from Gauteng and KZN:
- Overall average daily outdoor advertising exposures = 9.8 per day
- Urban = 10.6 per day
- Greater Johannesburg = 20 exposures per day
- Rural = 5.8 per day
Example schedule (2 Citilites in Jhb N, Sandton, Randburg)
Market Summary with Weekly Accumulation
Target: Passage Counts: GT01
Market: Total Survey Area
Population (000): 2,681
Research Resources & Services
SA Outdoor & Media Statistics
Tools of the trade
JCDecaux in South Africa ensures that it has an accurate view of the media landscape in which they are operating. This includes an array of tools, resources and information that provide advertisers information unlike any out-of-home company. From examining demographic profiles, socio-economic information or the consumer's buying power, JCDecaux provides research data that will make any out-of-home purchase a smart, effective purchase.
JCDecauxz is an active user of the latest Census data. The basis for this consumer information system is Census data that is collected every four years, the latest being in 2001. The Census measures all basic demographic categories, such as age, income, race, marital status, employments
- Conducted by Nielsen Outdoor and SAARF (SA Advertising Research Foundation) with SA Outdoor industry
- Device: Npod (Nielsen Personal Outdoor Device) satellite linked global positioning system (GPS)
- Personally carried by respondents to record each respondents' position every 5 seconds
- Data is enhanced with demographics and Impact Zones incorporating direction of travel and passage by time of day
- By using sample-based media research
- Nielsen Outdoor will offer a robust estimate of total ratings and audience by demographic for an Outdoor campaign
- Using modeling techniques they will soon release validated estimates by individual site
- Representative Sample to be projected to universe (adults in homes with electricity)
- Rolling 3 year phase (2006 - 2008) total sample: 4320
- NPod placed for 10 days
- Media owners supply accurate GPS co-ordinates of outdoor sites
- Properly applied this research should assist Outdoor to reach our projected 8 - 10% share of all media spend in the next 6 years
- Provide accountability of our medium and comparative performance across media types with a global measurement tool
- Better understanding of the Outdoor medium in relation to other media.
This ground-breaking research provides, by campaign:
- Costs etc
A C Nielsen's database provides us with a brand-based database that's content-rich, current, expandable, and easy to use. Nielsen Media Research is the global leader in multinational media research and analysis. The company is active in 40 markets, offering television and radio audience measurement, advertising information services, print readership and customized media research services. In the area of advertising information, the company measures expenditures and creative content in 30 of the world's leading advertising markets. INM Outdoor works extensively with AIS/Adex data for advertising expenditure.
Geographical profiling of markets
Census data, AMPS data and client proprietary data can be mapped to examine close-up target markets, trading areas or full-market capabilities. It also shows demographic analysis (quintile analysis - breaking up your target into five parts based on concentration of your target) as well as specific locations (retail chains, malls, airports).
With map profiles, advertisers are able to:
- Make out-of-home decisions based on demographic and lifestyle information, pinpointing where your audience lives
- Evaluate trade areas and run comparisons based on market potential
- Implement offensive moves in proximity to your competition's store locations
- Uncover "hidden" or secondary markets for your products
- Map moves defending against competitive activity
- Tailor a map to your needs based on your own research information
TGI SA has a sample of 15 000 interviews representing 16,7 million individuals, 16 plus, in communities of 8000 plus throughout South Africa. TGI asks respondents questions about 4750 brands and over 550 product categories. The research measures brands, attitudes, demographics, geo-demographics, activities, lifestyles and media consumption all in a single database. Brand planning measurement is now much easier. Outdoor Advertising South Africa