Miami OOH (Out-of-home) Tracking Metrics for Media Planners & Media Buyers
There is a guideline published by ESOMAR. The guideline basically details what it takes to become a 'measurement company'.
As for metrics, the few metrics of interest are opportunity-to-contact and visibility adjusted contacted
Opportunity-to-contact (OTC), put simply, is the number of people that can potentially see the billboard.
Visibility adjusted contact (VAC) is the actual number of people that actually sees the billboard.
The difference between the 2 metrics are known as the visibility adjustments. These adjustments takes into account billboard size, angle of placement relative to road/crowd, etc.
The current 'industry standard' to obtain OTC is using travel surveys ( basically a diary issued to participants asking them to log their travel patterns). More sophiscated methods include giving out gps sensors to participants to log their movement. These data are fed into a traffic model which, when overlaid with out-of-home media assets, we can derive OTC. In reality, some traffic models incorporate some more data sources, like vehicular movement, census data, catchment data, etc.
Some organizations also provide metrics on how effective marketing campaigns are. One example of a metric is , say you take out 100 bus stop poster stands, you can reach X% of people from the city in 2 weeks and 2X% of people in 5 weeks.
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