SPR+ presents station study
After more than a year of intensive research, the Swiss Poster Research Plus (SPR+) research institute is presenting the results of its «Station Study» today at Zurich Central Station, with support from experts at the German Fraunhofer Institute for Intelligent Analysis and Information Systems and the Swiss market research institute GfK.
After more than a year of intensive research, the research institute Swiss Poster Research Plus (SPR+) is today presenting the results of its "Station Study" at Zurich Main Station, supported by experts from the German Fraunhofer Institute for Intelligent Analysis and Information Systems and the Swiss market research institute GfK.
Until now, there has been no research into how passers-by move around inside buildings and come into contact with posters. Since train stations in particular are highly relevant for outdoor advertising as hubs of mobility, SPR+ is proud to close this gap today and fulfill another market promise on time. The key to mastering this outdoor advertising research challenge was to capture the mobility inside the stations. First, SPR+ worked with the Fraunhofer Institute IAIS to create a realistic route model in order to determine all possible routes for pedestrian flows. In a second step
GfK Switzerland's counting staff measure the frequency of passers-by at important junctions such as station entrances, platform entrances and crossings.
Finally, the mobility for the entire station was calculated on the basis of the measured values collected and compared with the geocoded poster spaces in the same way as the street model. A world first: for the first time, statistically significant performance data is shown for station areas. For individual posters, for station campaigns and for classic campaigns consisting of a combination of street and station posters. From the end of August, the performance data will be available to customers in the tried-and-tested SPR+ Expert analysis and evaluation tool.
The station study was commissioned by the outdoor advertising companies APG and Impacta and breaks new ground in outdoor advertising research worldwide. Based on broad statistical surveys in the 27 most important railroad stations in Switzerland, it provides a scientific model for measuring hard media performance data for billboards inside buildings.
Until now, there has been no research into how passers-by move around inside buildings and come into contact with posters. Since train stations in particular are highly relevant for outdoor advertising as hubs of mobility, SPR+ is proud to close this gap today and fulfill another market promise on time. The key to mastering this outdoor advertising research challenge was to capture the mobility inside the stations. First, SPR+ worked with the Fraunhofer Institute IAIS to create a realistic route model in order to determine all possible routes for pedestrian flows. In a second step
GfK Switzerland's counting staff measure the frequency of passers-by at important junctions such as station entrances, platform entrances and crossings.
Finally, the mobility for the entire station was calculated on the basis of the measured values collected and compared with the geocoded poster spaces in the same way as the street model. A world first: for the first time, statistically significant performance data is shown for station areas. For individual posters, for station campaigns and for classic campaigns consisting of a combination of street and station posters. From the end of August, the performance data will be available to customers in the tried-and-tested SPR+ Expert analysis and evaluation tool.
The station study was commissioned by the outdoor advertising companies APG and Impacta and breaks new ground in outdoor advertising research worldwide. Based on broad statistical surveys in the 27 most important railroad stations in Switzerland, it provides a scientific model for measuring hard media performance data for billboards inside buildings.
