First valid figures on reach measurement of DOOH in Switzerland
The first study on digital out-of-home advertising in Switzerland was presented during the IGEM Insider Lunch at Goldbach Media in Küsnacht: «Digital Out-of-Home (DOOH) Audience Measurement.».
The aim of the study was to use reliable and certified data to create a basis for planning and planning security for agencies and clients who use the up-and-coming medium or would like to use it in the future. The study was launched in April 2015, ran over a period of three months and was divided into two modules: A comprehensive online survey with around 3000 interviews was used to collect data to determine net reach. At the same time, over 3,400 face-to-face interviews were conducted at various locations to determine gross contacts on site. The survey at the touchpoints was limited to visitors between the ages of 15 and 74. The results of both modules were then compared and segmented. This resulted in versatile media data that can be analyzed with regard to a variety of variables, such as age, gender, household, employment situation, touchpoint, network, city/country, days of the week and time of day.
"The DOOH study combines this broad, empirical basis of valid, representatively collected data with the relevant parameters describing the performance of the digital networks bookable in Switzerland in such a way that flexible, modern and detailed planning of advertising use in the dimensions of reach, contacts, OTS and GRP is possible," explains Bettina Hoffmann, COO Audience Measurement at GfK. "Thanks to the elegant linking of empirical data and network parameters, it will also be possible to incorporate changed and expanded network configurations into the study in the future. In particular, this link enables the dynamics of electronic OOH advertising, which can be expected in the future, to be adequately and promptly mapped."
The study was commissioned by IG DOOH, the Swiss umbrella organization for the promotion and representation of interests in digital out-of-home advertising; it was conducted by the market research company GfK, the European umbrella organization of digital out-of-home advertisers (OVAB), the client Mazda and its media agency Mindshare. A total of ten networks took part in the study: Amscreen BP, Amscreen Socar, Canal Poste, Mediamarkt TV, melectronics TV, Migrol, migrolino, Neo Malls, Tamoil and TPG Pub. The impact of DOOH was recorded at six different touchpoints, namely at petrol pumps, in stores, post offices, malls, specialist stores and on public transport.
The study has already been successfully conducted several times in Germany and delivered valuable results. The organizers in Switzerland are convinced that "DOOH Audience Measurement" is also a benefit for the advertising industry here. "The digitalization of the OOH industry is increasing more and more and offers a wide range of opportunities from which advertisers and ultimately society can benefit," Christian Vaglio-Giors from Neoadvertising is certain. "With this study, IG DOOH has taken a first step towards capturing the reach and effectiveness of these new media and is thus helping to transport OOH advertising media into a new era."
Svetlana Savatic, Manager Client Leadership at Mindshare, is also convinced of the benefits of the study: "As an agency, we are constantly striving to break new ground. No risk, no fun does not apply here! Accompanying research is important. We want to back up our planning with figures and thus also prove it. The insights we gain help us and the client to optimize future campaigns." (afh)
