SPR+: New currency for OoH Media
On August 23, 2016, the Swiss Outdoor Advertising Research Institute SPR+ presented the results of the MobNat research project to selected market partners and the press during the launch event at the Widder Hotel, where they were met with widespread approval. At the same time, the MobNat data was integrated into the SPR+ Expert media planning tool, replacing the existing metrics for out-of-home (OoH) media.
MobNat is the multi-source extension of the industry-accepted SPR+ research approach and was used for the mobility post-survey and the creation of the national model. The true to concept implementation of this Big Data concept was already confirmed by the RAC in July 2016. As of now, the SPR+ Expert also delivers unprecedented capabilities in OoH planning in an international comparison.
SPR+ now delivers OoH media performance for all of Switzerland. Geographically tailored 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 the national level, and thus planned exactly according to customer needs. Small-scale control of customer-specific branch areas including the documentation of costs and performance is now possible. In addition, a higher level of detail for target groups and evaluations of up to ten weeks are offered.
The MobNat data replaces the previous data in the SPR+ Expert media planning tool and provides the new currency for OoH from now on. Due to the incomparability of the research concepts, access to the planning data based on the previous research expired. With the existing licenses, SPR+ customers automatically access the new data. License prices remain unchanged, according to the release.
