SPR+ Research Advisory Council approves MobNat results

At the same time, MobNat data will be integrated into the SPR+ Expert media planning tool and replace the existing currency for Out of Home Media (OoH).

MobNat is the multi-source extension of the industry-wide accepted SPR+ research approach and is used for the mobility survey and the creation of the national model. The conceptual implementation of this big data concept has now been confirmed by the RAC. From the launch, the SPR+ Expert will provide unprecedented opportunities for OoH planning, even by international standards.

SPR+ now provides OoH media services for the whole of Switzerland. Geographically customized campaigns can be mapped and evaluated with performance values. Individual areas and campaigns can now be evaluated for any geographical area, from a single municipality to national level, and thus planned precisely according to customer requirements. Small-scale management of customer-specific branch areas, including documentation of costs and performance, is now possible. In addition, a higher level of detail is offered for the target groups and evaluations of up to ten weeks.

The research results will be presented to selected market partners and the press in Zurich on August 23, 2016. On the same day, the MobNat data replaces the existing data in the SPR+ Expert media planning tool and henceforth provides the new currency for OoH. Due to the incomparability of the research concepts, access to the planning data based on the previous research will expire. SPR+ customers will automatically access the new data with their existing licenses. The license prices remain unchanged.

Roland Ehrler, Director, Swiss Advertising Client Association, explains: "With the launch of SPR+ MobNat, out-of-home media research is taking a huge step into the modern era. The new multi-source approach now provides precise data that allows much more accurate planning."

Beat Holenstein, Head of Partner & Product Management, APG|SGA, says: "With MobNat, SPR+ is setting new standards in international comparison. As a market leader and driving force, APG|SGA is very proud of this new research facility. As a result, we will be able to create optimized offers for our customers and partners."

Urs Zeier, Strategic Projects, Clear Channel Switzerland, comments: "MobNat provides Switzerland with a significantly improved system that does not need to shy away from international comparison. This is a good reason for Clear Channel Switzerland to participate."

Felix H. Mende, Managing Director, Swiss Poster Research Plus, summarizes: "SPR+ raises the bar in mobility and out-of-home advertising research. Thanks to our Switzerland-wide mobility model, we can now show the actual OoH media performance of poster spaces and campaigns for any target areas and universes that our clients can freely define according to their individual communication needs."