The largest companies of outdoor advertising in the world - APG | SGA, Exterion Media and Clear Channel Outdoor and JCDecaux - have joined to develop a global standard for the measurement of digital outdoor advertising; a project pioneer that will allow advertisers to check performance, the impact and benefits of their campaigns.
With the goal of having an international standard that can also be used in digital outdoor advertising, global reference of the outdoor industry analysis, systems APG | SGA, Clear Channel Outdoor, Exterion Media Y JCDecauxthey have come together to develop what will be the first system of measurement of audiences for this environment.
This business partnership responds to the continued growth of the digital advertising world, main market consultants located in a 23% year on year in the past five years, with a forecast of more than 21% in 2015 this.
The increase of this digital commercial proposal, which uses increasingly more dynamic and interactive formats to capture the audience's attention and enhance their shopping experience have also been arguments to join forces in the development of a standard international offering advertisers a system for rating its action, performance and ROI of your campaigns in a way that is accurate and effective in its planning, in order to meet the expectations of consumers.
For this project, a working group has formed with experts in research of each of the companies involved, which uses a virtual stage to show consumers a realistic experience of how to converge different types of advertising traditional and digital outdoor. Combining these formats, which is compounded by the use of eye-tracking technology, will provide advertisers a complete and detailed information about the reaction and response of consumers of bells outdoor environments.
The results will be available for worldwide outdoor advertising audience measurement committees, which will have the opportunity to review them and decide if these metrics are applicable to integrate them into their systems and implement it also in their national circuits.
The opinion of the leaders of the market
Explains Markus Ehrle, director of the Swiss company's outdoor advertising APG/SGA, "for our shareholders and ourselves, this development is key to understand the impact and contribution of the rapid growth of the digital billboards, and" optimize the effectiveness of campaigns. Transparency is a key success factor for the continued growth of digital outdoor advertising in the future."
For his part, Parveen Bdesha, international research and insight director of Clear Channel Outdoor, also underlines the importance of metrics in this type of project: "to work as an industry to the development of a system of audience measurement for the" digital outdoor advertising, can help open the potential of the external medium by giving accurate, comparable and convincing data on the audience that advertisers want to reach, and therefore provide better information for decision-making on media planning".
The CEO of Exterion Media (formerly under the name of CBS Outdoor), Shaun Gregory, said in turn that "today's consumer is permanently connected and be sure of its experience, that we can provide you, as a means to be as pleasant as possible . I am tremendously excited that so many members of the outdoor industry we have teamed up to develop a standard for measuring the outdoor digital advertising".
In this same vein, Neil Eddleston, Managing director of JCDecaux, says that you for his company "is key to having a strong commitment with audience measurement long term abroad at international level, in relation to the growth of the business which represents the" Digital. It is welcome that this collaborative initiative has the support of most of the 'stakeholders' in the sector and that integrates with the previous measurement of non-digital outdoor advertising systems, already backed by our clients and buyers in collaboration with Esomar, European society for Opinion and market research. It is important that these measures are based on the individual contact with the advertising message in the time appears on the display."
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• Section: Digital signage, Display, signs distribution, Business, dynamic Advertising