More steps up to offer more

Poster research Ten
Months after the withdrawal from poster research with affichage
Clear Channel Outdoor presents its own research approach.
For five years, the Swiss
Outdoor advertiser APG and Clear Channel Outdoor Plakanda (CCOP) as part of the
of Swiss Poster Research (SPR) conducted poster research together. In the
Last June, however, CCOP said goodbye to it. CCOP called
two main reasons for the exit at the time: Measuring mobility
exclusively by means of GPS devices would result in too low a number of cases per
poster site. For this reason, the breakdown of reach according to
target groups too restricted. In addition, the
The SPR's observation area approach is inadequate - it shows no contacts at all,
which are not possible in reality. CCOP therefore announced a
own research approach, while Affichage adhered to the SPR and
also backed by the Swiss Advertisers Association (SWA)
received.

On May 3, CCOP now presented its own
Poster research methodology with the ambiguous name More (Mobility
and Outdoor Research). "More goes beyond what has been done in the
outdoor advertising research in Switzerland. It uses all
previous research results and supplements them with scientific
mobility," said CCOP CEO Beat
Roeschlin.

Study as a basis
As a basis for More, CCOP chose a mobility study by the Institute
for Traffic Planning and Transportation Systems at ETH Zurich. This results in
the average frequencies for any given Swiss
road section - based on the traffic measurement figures of the
Federal Office for Spatial Development and the cantons, on mobility data
from the census and from 30000 microcensus interviews, all of which
five years.

In a second step, the geomarketing-based
specialized company Lucerne-based Endoxon uses this database to develop a
frequency atlas by providing information on the individual
poster locations as well as socio-demographic data from income or
real estate databases. The frequency atlas shows
how often a poster site is used by which target groups on average.
is passed. PointLogic, a company specializing in media planning and control systems
specialized company, finally settles the whole thing with
GPS measurement data and visibility criteria for target group-relevant
performance values. A planning tool is also being created. "This allows
of each poster site and also for any combination of sites.
on reach and contact quality," says Urs Zeier, Research
Consultant from CCOP. More is open to all providers, as long as they
deliver their job data.

CCOP does not yet have all the foundations for More.
It is unclear what visibility criteria will be applied. "At the moment
we are examining various options," says Zeier. With a decision
He also expects GPS data to be available by the beginning of 2007 at the latest.
SPR data from Winterthur, Zurich and Geneva, on which CCOP relies
is sufficient for a comprehensive range validation.
at least not enough.

The number of additional GPS measurements required for this is currently being determined by
PointLogic checked. "Only then can the cost framework for
More," says Zeier. In spring 2007, so
However, he reckons that More will be marketable by then, even though not all
missing GPS data will be collected. "More stands on a stable
data basis, offers comprehensive mobility data and allows
detailed statements according to individual target groups and regions",
emphasizes Zeier.

At the presentation, Beat Roeschlin also announced the founding of the
More Advisory Board, which will provide technical support for the project.
should. He invited the representatives of the Swiss advertising market to join the
to join the association.

Markus Knöpfli