Measuring out-of-home media with beacon technology

One of the poster subjects equipped with beacon technology.Together with the Link Institute, Mediaplus Swiss conducted a cross-media market research study on the entire media mix for its client CSS Versicherung for the first time. The reach, perception and advertising impact of posters and screens in the CSS campaign were compared directly with the corresponding figures for online and TV measures. This makes it possible to plan campaigns more accurately across advertising channels and reduces the risk for advertising clients.Bluetooth transmitters - so-called "beacons" - were used to measure contact with the out-of-home media (posters and screens). The study participants from the link panel downloaded the "Link Move" app onto their smartphones before the start of the study. The Bluetooth signals from the beacons were recorded by the app as soon as the study participants were in the vicinity of a poster site. The data from online was collected using cookie tracking and from TV by means of contact probability surveys.The core results at a glance- The cross-media comparison can be used to determine overlaps between poster, screen, online and TV.- The contact distribution of the campaign over the course of the day can now also be determined for poster and screen.- The additionally generated reach (incremental reach) of the respective media can be determined.- The comparability between the media can be improved.- Unreached segments can be determined.

First cross-media reach measurement of the CSS campaign, target group 15-79 years.