When comparing advertising campaigns, the previously discussed cost per thousand indicator is often used - in this case, CPT OTS. To obtain it, you need to divide the cost of the campaign by Impressions and multiply by a thousand.

CPT OTS = Budget / OTS x 1000

CPT OTS = 4,800 (1,200,000: 250,000x1000).

Unlike the aggregate rating, OTS has a certain physical meaning, allowing you to evaluate the overall weight of the campaign in terms of the number of contacts with the audience. It is important to understand that if, for example, the OTS is 200,000 people, then these are not 200,000 different people - the same people can be counted more than once.

When comparing advertising campaigns, the previously discussed cost per thousand indicator is often used - in this case, CPT OTS. To obtain it, you need to divide the cost of the campaign by OTS and multiply by a thousand.

O.T.S.considered as the frequency of contacts with the audience

If OTS considered as a frequency (analogous to frequency), then, accordingly, if we know the values ​​of the aggregate rating and audience coverage, we can determine the average frequency of impact on consumers:

OTS = GRP/Reach

For example, if 300 GRPs were collected during the campaign and 40% of the audience was reached, then the average frequency will be 7.5:

OTS = 7.5 (300:40)

If the term OTS is used for television, then for radio OTH (opportunity to hear).

4.3 / 5 ( 6 votes)

Description of the main media indicators

Main functions and tasks of media indicators

Using media indicators, you can find out information about the target audience of a media channel

Media indicators help characterize the intensity and quality of competitors’ advertising campaigns

Media indicators allow you to digitize your media strategy, help you use accurate calculations to compare different types of media media and select the right media channels to convey your advertising message.

Highlight:

measurable indicators - types of media statistics that cannot be found out without conducting specialized media research

derived indicators - a set of indicators that can be calculated given the original data set.

Media statistics describing the audience of one media event

Rating

Basic characteristic, which is the main subject of media measurements. Measured in %.

TV: TVR (television rating) - television rating

Press: AIR (average issue readership) – average audience of 1 issue

Radio: AQH (audience of quarter hour) - audience of a quarter hour

Formula

Calculation example

Let's say that 10 people are currently watching a TV channel. Of these, only 5 people watched program No. 1.

HUT

HUT (Households using television) - % of households in which the TV is turned on at a given time. Media statistics used for TV measurements. Necessary for calculating the “Share of channel TV viewing” indicator.

Formula

Calculation example

Let's say that 10 people have a TV. These people constitute the general population. At this moment in time, only 6 people turned on the TV.

HUT calculation: 6/10*100%=60%

TV viewing share

Share of television viewing of a channel (share) - % of television viewers watching a specific channel or program of the total number of people watching television at a given time.

Measured in %. To calculate this indicator, it is necessary to calculate the HUT indicator.

Formula

Affinity index

Affinity index is an indicator used in media planning; shows how more or less typical for a given target audience is contact with a given media than for the entire population as a whole. Measured in %.

The higher the index value, the more the media channel used corresponds to the target audience, which means the advertising message will be more targeted and reach the desired consumer. In practice, it is considered that a good affinity index is more than 100-110%.

Formula

To calculate the indicator, you must be able to calculate the Rating, Overall Rating (GRP) and Target Rating (TRP) indicators.

Calculation example

At the time the message was shown, 10 people were watching TV, 6 of whom were our target audience. The first program was seen by 5 viewers out of all those watching, and 4 people from the target audience. The second program was seen by 9 viewers out of all those who watched, and 6 people from the target audience.

Affinity index for first gear: TRP1/GRP1 = 67/50*100% = 134%

Affinity index for second gear: TRP1/GRP1 = 100/90*100% = 111%

Conclusion: both programs are affinity (value greater than 100%) and correspond to the target audience. Program No. 1 is more relevant to the target audience.

Media statistics describing the media plan

Overall Rating (GRP)

Formula

Calculation example

We need to calculate the cumulative rating for an advertising campaign. We place our advertising message in two programs. At the time the message was shown, 10 people were watching TV, of which 5 people watched the first program, and 3 people watched the second program.

Target Rating (TRP)

Target rating (TRP, target rating point) - the total rating scored as a result of an advertising campaign among the target audience, i.e. the total number of ratings of the target audience who saw/heard the advertising message.

The main difference from the definition of Aggregate Rating (GRP) is that the calculations do not use the entire audience that currently had the opportunity to come into contact with the advertising message, but only the target audience to which the message was directed.

Formula

To calculate this indicator, you need to know the calculation of the Rating or TVR indicator (for TV). When calculating this indicator, the general population will be the target audience currently watching the media channel.

Calculation example

We need to calculate the cumulative rating for an advertising campaign. We place our advertising message in two programs. At the time the message was shown, 10 people were watching TV, 6 of whom were our target audience. Since we calculate the target rating, when calculating the number of people who saw the advertising message, we take into account only people included in our target audience group.

The first program was watched by 4 people from the target audience, the second program was watched by 6 people from the target audience.

Campaign coverage

Reach of an advertising campaign (Reach / Cover%) - the number of people from the target audience who saw the advertising message at least once. Calculated in thousands of people or as a percentage of the total number of people making up the target audience.

In media planning they often use:

The larger the N value, the lower the coverage value.

Calculation example

The coverage calculation at frequency 1+ will include people who saw either the first or second program. There were 8 such spectators.

The calculation of coverage at frequency 2+ will only include those people who have been in contact with the message twice, i.e. We watched both the first and second programs. There were 3 such spectators.

O.T.S.

OTS (opportunity to see) is an indicator used in media planning; allows you to estimate the total number of contacts in numerical terms (in people) achieved as a result of the campaign, for example, in different cities or in different media.

Formula

Average frequency

In media planning, the concept of Effective Frequency (EffFq) is often used.

Formula

To calculate this indicator, you need to know the calculation of the Rating, Aggregate Rating (GRP) and Advertising Campaign Reach indicators.

Share of Voice (SOV)

Share of voice (SOV) is an indicator of the advertising activity of a brand or an individual product, meaning the share of the brand’s advertising message in the flow of advertising messages of the entire market/segment for the analyzed period.

Measured in %. It is measured in the context of each media channel. (TV, press, internet, etc.)

Share of voice indicates how visible a brand's advertising message is to consumers in the overall flow of advertising messages across the entire market. The higher the share of voice value, the higher the visibility of the brand’s advertising message in the segment, the higher the likelihood that the consumer will see and remember it.

Formula

Calculation example

Background information:

The media weight of the first flight is 2500 GRP, the media weight of the second flight is 2100 GRP.

The forecast for the total annual media weight of the “cosmetics for children” category (all competitors + company brand) is 10,000 GRP.

We calculate the total media weight of the brand for the year in the category “cosmetics for children”: the total weight of all advertising activities of the brand in this media channel - (2500 GRP + 2100 GRP = 4600 GRP)

Cost characteristics of media

CPT

CPT (cost per thousand) or cost per thousand is a cost indicator used in media planning; represents the cost of achieving 1 thousand contacts or reaching 1 thousand target audience.

CPT indicator for comparing the cost effectiveness of individual media and media plans with each other. The lower the CPT, the more effective the media channel is in terms of optimizing advertising investments.

Formula

To calculate this indicator, you need to know the calculation of the indicator Rating, Aggregate Rating (GRP), Advertising Campaign Coverage, OTS.

CPT for Cover – the cost of reaching a thousand people from the target audience

CPP

CPP (cost per point) or cost per rating point is a cost indicator used in media planning; represents the cost of informing or reaching the 1% audience. The cost of a rating point is the main indicator of cost effectiveness, primarily for TV campaigns.

Formula

To calculate this indicator, you need to know the calculation of the Rating or Overall Rating (GRP) indicator.

Share of Advertising Spend (SOS)

Share of advertising costs (share of spend, SOS) is an indicator of the advertising activity of a brand or an individual product, meaning the share of the brand’s advertising costs in the total advertising costs of the market/segment for the analyzed period. Measured in %.

Formula

The ratio of SOS and SOV indicators

If SOS > SOV: the company uses its financial resources (advertising budget) less efficiently than its competitors. Since a larger share of advertising costs provides a smaller share of advertising pressure. This situation is possible if a better quality contact is achieved (for which an overpayment is possible), otherwise there are resources to optimize costs. Also, this situation may exist for small companies that, without a smaller budget, place advertising messages at higher prices.

If SOS = SOV: the company uses its financial resources optimally and the next step is to think about cost optimization.

If S.O.S.< SOV: компания использует свои финансовые ресурсы более эффективно, чем конкуренты. Так как за меньший бюджет компания получает более высокий медиавес в категории. Такое соотношение характерно для крупных компаний - лидеров медиа-размещения, которые за большой бюджет получают выгодные условия (скидки или бонусы) для рекламного размещения.

Advertising to Sales

Advertising to Sales (A/S) is an indicator by which the effectiveness of advertising investments is assessed. Indicates what percentage of the sales of the advertised brand the company spends on supporting this brand. Measured in %. Typically considered over a company's annual or reporting period.

The lower the indicator value, the more effective advertising investments are considered.

There is no clearly established performance standard for this indicator. There are several simple rules to assess the adequacy and realism of an indicator:

If the expenses of competitors in the category are known, then the A/S indicator can be compared with the indicators of competitors or with the industrial average and the adequacy of the indicator can be determined based on the brand’s goals: if the brand expects to be a leader, then the A/S indicator should be one of the highest , or on par with key competitors

For brands that are just launching, the A/S indicator can be one of the highest and even approach 60-80%, since when launching a new product (especially if it is important), it is necessary to “pump up sales”: increase knowledge about the new product, form an idea of ​​the properties product and image characteristics. But in subsequent years, the A/S indicator for this product should decrease and reach the industrial average level.

If a company has several supported products and brands, it can compare A/S scores for each brand and determine the optimal score based on personal experience

Ideally, the A/S of the same brand should not increase from year to year, should decrease or remain at a constant level. A constant or decreasing indicator means that brand promotion is carried out consistently and effectively, and advertising campaigns are bringing good returns

The A/S indicator for existing / non-new brands can grow from year to year if competition becomes fierce and it is necessary to strengthen the competitive position of the brand through promotion, if the brand reaches new markets and audiences; in the case of setting new communication tasks for the brand that were not previously faced, etc.

Formula

Variation of the indicator: instead of using the indicator “sales revenue”, use the indicator “net profit of the company”. This modification is used very rarely by companies and reflects what percentage of the brand’s profit goes to supporting it.

Other indicators

Clutter

Clatter – reflects the level of advertising noise, the volume of advertising messages in a category per 1 consumer. The clutter level may be large, small or absent. The clutter level is determined based on an analysis of the presence of competitors' advertising campaigns by analyzing the frequency and coverage of campaigns.

If the clutter is large (that is, at the time of the advertising campaign of your product, many advertisers are advertising with high frequency and coverage of campaigns), then the memorability of advertising decreases. If the clutter is high, it is recommended to increase the frequency of contact of the advertising message with the target audience, use a variety of creative solutions to increase the visibility of the message, and use other media channels in which the clutter level is low.

If the cluster is small, then it is necessary to make maximum use of the low level of competition to form and strengthen the leadership of the company, product or service. To increase knowledge as much as possible, to form an attitude towards the product, while being based on a reasonable frequency of communication. (see Effective frequency.

the market is not large in size, and the required level of advertising investment is high and does not allow for a return on investment;

the consumer is practically not receptive to advertising of products in this segment;

the market is stagnating or falling;

the market is promising and new (or your product is the first mover on the market), and the level of competition is low.

Advertising wear

Wear out of an advertising message is a process as a result of which an advertising message stops “working”, i.e. with an increase in media weight (see Aggregate rating (GRP) of an advertising message, the growth of the following indicators stops:

for the brand: knowledge and image characteristics

It is impossible to fix the number of ratings at which the advertising message wears out, since this is determined by: the nature of the message (simple - complex), the advertised product (new product - general image), creative, etc.

The level of roller wear is determined using tracking studies, as a result of which the dynamics of indicators responsible for roller wear are recorded.

Dependence of voice share and market share

One of the leading professional bodies in the field of advertising in the UK (IPA - The Institute of Practitioners in Advertising) commissioned Nielsen to summarize all global research in the field of advertising effectiveness and, using also internal Nielsen methodologies, to estimate the impact of share of voice (SOV - share of voice). ) and other marketing factors to increase the market share (SOM - share of market) of the supported brand.

Description of the study

Nielsen identified a pattern between share of voice (SOV) and share of market (SOM) growth based on an analysis of 123 brands across 30 different product categories that used standard advertising methods and commercials without special awards. To ensure representativeness of the sample, both new and mature brands participated in the study.

The results of this study can be used in media planning of goods and services in the FMCG market when setting goals for brand advertising campaigns.

Nielsen Research Results

Research suggests that there is a direct relationship between a brand's share of voice (SOV) in a channel and its share of market (SOM).

All other things being equal, brands that have an excess of share of voice over market share (SOV > SOM) in the long term increase their sales volume and, through advertising investments, are able to increase their market share.

The ESOV indicator is a driver for the growth of a brand’s market share.

Formula: ESOV = SOV-SOM, where ESOV - excess share of voice or excess share of voice, % SOV – share of voice or share of voice, % SOM - share of market or market share, %

The revealed pattern is 10: 0.5. A 10 point difference between SOV and SOM results in a 0.5% increase in market share. Those. a brand with a market share of 20.5% that has an excess of SOV>SOM of 10 points will acquire an additional market share of 0.5% and reach 21% of the market share at the end of the year.

The bottom line: If a brand aims to grow market share and uses standard advertising messages to convey information to the target audience, it should achieve increased share of voice (or increased advertising investment). With a decrease in share of voice and a reduction in the advertising budget (without compensating for the decrease in costs using other means of the marketing mix - new products, prices, new communication channels, etc.) the brand can expect a decrease in market share in the long term.

Additions to the model

There are a number of factors that influence changes in the established pattern:

Brand size. The larger the brand, the greater market growth the ESOV indicator (=SOV-SOM) will provide it, since large brands already have a well-structured distribution, product and pricing policies adapted to the needs of consumers, which helps them use ESOV more effectively.

Brand position - leader or contender for leadership. With the same ESOV (=SOV-SOM) indicator, the market leader will achieve a higher share increase than the contender for leadership. The pattern is as follows: with ESOV = 10 points, the market share of the leader will increase by 1.4%, and the market share of the challenger by 0.4%. Reason: the leader has a stronger position in the market and its marketing mix works more effectively than that of the challenger. Accordingly, the applicant needs to achieve equal conditions with the leader not only in the share of voice, but also in all points of the marketing mix in order to compete at the same level.

The novelty of the brand and the “youth” of the category. The element of novelty leads to an increase in response to ESOV (=SOV-SOM) by 15-25%. This pattern also applies to the new developing category of goods and services.

The impact of voice share and market share on brand strategy

Market share or SOM - share of market - describes the position of the company/brand in the market, measured in %; the model uses market share in value terms.

Market share = brand revenue for period N / market size in value terms for period N.

Model of the relationship between SOV and SOM

To build a model you need:

Identify key brand competitors in the segment

Fill out the table below according to the following principle: if the SOV indicator of competitors is higher than the brand indicator - the indicator is “high”, otherwise “low”. If a brand’s SOM indicator is higher than competitors’ indicators, then the indicator is “high”, otherwise it is “low”.

Brand strategies depending on the ratio of SOV and SOM

Development strategy through niche market segments with an emphasis on protecting sustainable competitive advantage. Find a market niche - a segment in which the company’s brand has maximum competitive advantages, and competitors’ brands have weak positions. The entire brand strategy should be focused on its development in niche segments and strengthening its competitive advantages. All advertising support for a brand should be aimed at strengthening the brand’s competitive advantages. Do not strive to increase your share of voice, look for communication channels that are relevant to the brand’s target audience, in which competitors’ brands are poorly represented.

Leadership retention strategy. Increase advertising investment to grow brand voice. Achieve leadership in terms of share of voice in each market communication channel - the company’s brand must be a leader in visibility. Concentrate all efforts on protecting brand sales from competitors (emphasis in communication on competitive advantages, active use of BTL promotions, investments in target audience loyalty, etc.)

Strategy of attack and expansion. Achieve high share of voice to attack key competitors to switch consumers. Focus advertising investments on building an overwhelming lead in knowledge and loyalty among audiences. Maintain engagement throughout the audience's buying cycle.

Matrix for determining the effective Ostrow frequency

Ostrow's effective frequency determination matrix (Joseph W. Ostrow) is a practical method for determining the effective frequency for an advertising campaign, which allows you to analyze many factors influencing the effectiveness of advertising returns, digitize all factors and, as a result, determine the minimum effective frequency threshold for an advertising message.

Model description

The model consists of a table assessing 20 factors that can influence the effectiveness of an advertising message. 20 factors are grouped into 3 important groups:

market factors,

media factors.

The assessment is carried out for each factor on a 4-point scale from (-2) to (+2). The assessment is carried out as follows: initial base frequency for an advertising campaign according to the Ostrow model = 3; after filling out the table, all points scored as a result of the assessment are summed up and added to the initial base frequency; the resulting frequency is the minimum threshold for the effectiveness of the advertising message.

The assessment of many factors is carried out by experts, based on one’s own experience, knowledge and understanding of the market. In order to give ratings in a more logical and reasonable way, it is recommended for each parameter to record for yourself “what is meant by extreme values ​​(-2 and +2).”

1. OTS advertising surface (from English, opportunity to see - literally “opportunity to see”) - the number of possible visual contacts of the base audience 18+ (city population over 18 years old) with a specific advertising surface over a certain period of time (usually one day). Sometimes the synonym “potential” is used to define the indicator Table 2.1

Contact availability is subject to the following review factors:

• length of the viewing area;
• surface rotation angle;
• displacement of the surface from the axis of movement;
• presence of competing designs;
• obstruction of view;
• distance to traffic lights;
• presence of image backlight.

For example, daily allowance O.T.S. surfaces A of a certain billboard 6 x 3 m is equal to 50 thousand. This means that within one day this surface of this particular billboard can be seen by 50 thousand potential consumers.

O.T.S. evaluates potential advertising contact opportunities. The calculation is based on the assumption that each of the potential consumers comes into contact with this surface once in a specified period of time. Therefore, it is more correct to measure O.T.S. not in the number of potential consumers, but in the number of potential advertising contacts (i.e. one person can see this surface several times once during the selected period). From this it follows that the higher O.T.S., the more potential consumers saw the advertising image. In the industry out-of-home this indicator is basic and is used to calculate other basic mediametric indicators, such as GRP, SRT, Reach And Frequency.

2. GRP (daily) advertising surface (from English, gross rating point - literally “gross place rating”) - the percentage of the base audience 18+ that had possible visual contact with a certain advertising surface during one day (taking into account repeated contacts). Calculated as ratio O.T.S. to a basic audience of 18+. Expressed as a percentage, the % sign is usually omitted:

This indicator provides predictive data on the advertising capabilities of a specific surface in relation to the size of the actual audience. Please note that surfaces with the same O.T.S. with quantitatively different audiences will give different GRP. That is, in different cities, media with the same format and location have different advertising opportunities.

For example, GRP one surface of one shield 6 x 3 m in Moscow is 0.64. This means that within one day, 0.64% of the base 18+ audience saw this particular medium. From here the Moscow exchange rate is calculated “in reverse” O.T.S.: 0.64x8750 thousand (base Moscow audience 18+)/100 = 56 thousand contacts.

The higher GRP advertising surface, the more potential consumers saw the advertising image. Pa practice indicator GRP allows you to quantify the volume of advertising exposure in relation to the population of a given city. The relationship between the number of advertising surfaces on the network, their location and GRP allows us to offer the customer various targeted programs that provide a volume of advertising exposure with a number of advertising contacts equal to the population of the entire city (100 GRP) or parts thereof (half - 50 GRP, quarters - 25 GRP etc.). Number of surfaces for generating targeted programs for a certain indicator GRP depends on the population of the city. For example, in order to ensure the volume of advertising exposure is 100 GRP in Orel (270 thousand 18+), 15 parties are required. In Novosibirsk (1110 thousand 18+) there are 40 6x3 m surfaces, and in Moscow (8750 thousand 18+) there are 156 billboard surfaces.

It turns out that GRP characterizes the total number of advertising contacts provided by a set of advertising structures of a certain format included in the targeted program within one city.

3. Frequency(from English, literally - “frequency”) - the average number of advertising contacts of each consumer from the estimated potential audience with a certain advertising surface in a given period of time. Calculated:

Where Wj- the percentage of potential audience that had i contacts in a given period of time.

For example, if 50% of the potential audience saw the advertising image once during the entire campaign period, 30% - twice, 20% - three times, then the average contact frequency is (50 x 1 + + 30 X 2 + 20 X 3)/100 = 1.7. That is, during the campaign period, each potential consumer saw an advertising image an average of 1.7 times.

It turns out that the higher the frequency, the more contact potential consumers had with the advertising image.

4. Reach (With English, literally - “reach”) - the share of the base audience 18+ who had the opportunity of visual contact with the advertising message at least once in a given period of time. Calculated:

It follows that the higher the coverage, the more potential consumers saw the advertising message at least once. To calculate coverage in outdoor advertising, it is used GRP. For one surface, daytime is displayed GRP, and coverage and frequency are calculated for the period of advertising campaigns (two weeks, a month, etc.). These indicators in the industry out-of-home influences the location of the advertising surface and its GRP.

Example.Unique projects of the Ator group of companies. By order of the companyMirax Projects for the design of building facades have been implemented. For the first time in Russia, an advertising message on a self-adhesive film was mounted directly on the façade glazing of a new building. The total application area was about 2000 square meters. m.

Moscow City Advertising OJSC, commissioned by the Ator agency, conducted a non-standard advertising campaign for one of the world's largest automakers - the company Hyundai.As part of a promotion carried out by the company from March 12 to April 30, 2008 inclusive, when purchasing a carHyundai Santa Fe,2007 release, the buyer receives a discount in the amount of 60,000 to 70,000 rubles. depending on the configuration.

In support of this action, Moscow City Advertising implemented a project using seven banner banners, two of which are fully illuminated. The designs are a dynamic display on a plastic carrier with combined illumination - using a light box, as well as using dynamic lighting elements. Inscriptions "Santa Fe" and “up to 70,000 rubles” are typed using blue and white diodes; in addition to the size of the discount, attention is drawn to the LEDs that flash on and off, creating the effect of a blinking inscription. An important distinctive feature of the advertising campaign is that Hyundai - the first automobile brand to place its advertising on illuminated banners. The campaign started on April 11 and lasted until April 20, 2008 inclusive.

Outdoor furniture is an independent segment outdoor advertising. The concept of street furniture (from English, street furniture) not of Russian origin: the authorship belongs to the Frenchman Jean-Claude Deco. If you look at the English definitions, you can see that nowhere is the function of the advertising medium put in first place.

The determining factors for street furniture are two overlapping criteria: the purpose (usefulness) of the structure and the small format (up to 10 m2). The key condition for identifying street furniture is its usefulness, social function, and only then the ability to post information. Thus, bus stops, payphone booths, trash cans, public toilets, etc. fall into this category.

Street furniture is designed primarily for pedestrian traffic. Those stuck in a traffic jam are the most desirable clients of dynamic installations (scrollers, prisms), where several messages are displayed on one advertising surface. A significant part of the structures are concentrated in the historical part of the city and reach an attractive paying audience: wealthy, active business people, young people. The shortest period for using street furniture at the moment is two weeks (especially in Moscow and St. Petersburg).

From the draft resolution of the Moscow Government it became known that for the implementation of the city target program for the development of advertising, information and design of Moscow in 2011-2013. The capital authorities plan to spend more than 3 billion rubles.

Outdoor furniture options. Dual-use designs:

• stopping areas and waiting pavilions;
• benches;
• road barriers;
• payphone booths;
• cabins (canopies) for ATMs;
• beach cabins;
• trash cans and bins;
• toilet cabins and pavilions.

Information Systems:

• signs;
• racks;
• stands;
• information kiosks.

• pylons;
• scrollers;
• pillars;
• cityboards;
• prism-dynamic installation;
• panels-brackets.

• 1. LEDs- emit light of a certain wavelength, which increases their luminous efficiency when used as color light sources. They are used in outdoor advertising in the form of illumination. Most often they are used for decorative design and production of illuminated advertising.
• 2. Cold neon(electroluminescent wire) is a new product on the outdoor advertising market and a worthy competitor to open neon (neon tubes).
• 3. Sculptural advertising products- These are three-dimensional plastic products expressed in sculptural technique. Sculptural advertising differs from other types in its design and complexity of figures.

TO means road advertising include advertising information carriers made in the form of various devices and technical structures, as well as information and service advertising signs of individual design, distributed on streets and roads.

• It is prohibited to distribute advertising that makes it difficult to assess the real traffic situation and is similar (in appearance, image or sound effect) to the technical means of the organization road traffic and special signals, as well as creating the impression that pedestrians, vehicles, animals or other objects are on the road;
• advertising should not limit the visibility of technical means of traffic management or interfere with their perception by traffic participants;
• cause blinding of traffic participants by light, including reflected light;
• when placing engineering structures on spans, reduce their dimensions;
• be located in such a way that in order to perceive it, pedestrians are forced to go out onto the roadway of streets and roads;
• It is not allowed to distribute advertising outside populated areas at a distance closer than 3 m from the edge of the roadbed (with the exception of individually designed information and service advertising signs);
• on the dividing strip, if the distance from the edge of the advertising structure to the edge of the roadway is less than 2.5 m;
• outside populated areas, where in a 1 km zone of the road for a given direction of travel there are already two advertising means;
• in the same section with road signs and traffic lights;
• on emergency-hazardous sections of the road network (places of concentration of traffic accidents);
• at railway crossings, in tunnels, on overpasses, bridges, overpasses and closer than 350 m outside populated areas, and in populated areas - 150 m from them;
• closer than 150 m from public transport stops (except for cases of advertising directly in the pavilion);
• on sections of streets and roads with a longitudinal slope of more than 40 degrees;
• closer than 150 m from pedestrian crossings and intersections on roads outside populated areas, etc.

Advertising stands can be made of various materials that provide a high level of safety during collisions and sufficient stability under the influence of the design wind load and during operation.

• URL: http://vvww.outcloorinedia.ru (OUTDOOR Magazine, 2010, No. 12).
• URL: http://www.outcloormedia.ru (magazine “OUTDOOR”. 2010. No. 10).

Outdoor advertising, unlike other distribution channels, requires special criteria for assessing its effectiveness. Until recently, there was no clearly formulated program for this on the Russian market. Some still decided to invest in outdoor advertising, but many “were afraid to spend money on who knows what.”

Once it became clear that the success of promotion in the market depends on the location of the advertising message, preference was no longer given only to those streets along which the customer or the advertiser himself drives. Accordingly, the main question for those involved in placing and assessing the effectiveness of outdoor advertising began to sound like this: “who will see this advertising?”

Consequently, the target audience is all people who pass or drive past it. And the first indicator, which to one degree or another can reflect the effectiveness of outdoor advertising, is the potential audience. In other words, this is “the number of potential advertising contacts (the number of people who have the opportunity to see this outdoor advertising per unit of time - day, week or month).” The measurements take into account all the main components of the potential audience, namely:

· personal vehicles;

· public transport;

· pedestrians.

It should be noted that with the help of special coefficients, indicators for the coefficients of motor transport and public transport are reduced to the number of people.

Let's consider an example of a study aimed at studying the effectiveness of outdoor advertising. This study was carried out in the UK in the 1980s by OSCAR New Blend. The goal was to obtain the following indicators:

1) fame and recognition of the brand;

2) frequency of brand purchases;

3) trust in the brand (loyalty);

The result of such studies can be to identify how specific advertising influenced the promotion of the product as a whole. As a result, a database is formed that allows further forecasting of the advertising effectiveness of a particular product.

In St. Petersburg, GALLUP SPb in 1996 used a similar methodology to evaluate the effectiveness of outdoor beer advertising. A survey of respondents was conducted at the locations of the posters and at the nearest gas stations; the sample was 400 people (at 20 randomly selected points). The main conclusions that were obtained during the campaign: brand awareness increased, the image of the advertised product improved, and 19% of respondents were able to remember the poster.

The second indicator that we will consider is the size of the audience reach (OTS - “opportunity to see”) - the size of that part of the audience that has the practical opportunity to see this advertisement. Below are a number of characteristics for assessing this criterion:

· angle of rotation;

· transport position;

· distance to traffic lights;

· width of the roadway;

· visibility distance;

Competing designs

Obstructions to view.

However, OTS does not take into account the fact that a person moving along his usual path may see the same advertisement several times during the same day.

In international practice, there is the following division: OTS1 is the potential audience, OTS2 is the actual audience of the advertisement.

The OSCAR OTS measurement method for outdoor advertising assumes:

· compiling a catalog of outdoor advertising objects with their classification according to the criteria of location, size, network, lighting, and the presence of other objects within visibility;

· counting the number of people passing and driving past each object;

· calculation of the “visibility index” (from 0 to 1) by creating a mathematical model.

Among the methods for determining flows, the following are distinguished:

· counting the number of people passing and passing (manual or video recording);

· regular collection of information about people’s daily travels;

· computer modeling (neural network method).

However, the methods for calculating OTS2 (actual viewability) are different from the methods for calculating OTS1:

· survey (people are surveyed in places where posters are placed);

· fixation of attention by eye cameras (glasses that make it possible to determine the direction of attention);

· showing the target group a film about a walk along the street with outdoor advertising objects (Live-Plakat-Test method, carried out in Germany).

“As a result, VAI is calculated - Visibility Adjusted Impact - the perception coefficient for each type of outdoor advertising. Multiplying this coefficient by OTS1 leads to obtaining undistorted OTS2 - the real number of contacts over a period of time."

Next, the structure of the audience is determined, because To conduct a correct comparative analysis, it is necessary to know the structure of the audience of a particular advertising object. "The classic example is the Morgenstern Audience Structure Study, a series of studies conducted in France between 1983 and 1991." Let's take a closer look at this study.

Firstly, it should be noted that the sample consisted of more than 100 thousand people in 58 regions of the country. The questionnaire focused on how respondents moved during the week before the interview. “This study provided data on the reach and frequency of viewing of outdoor advertising by target groups.” As a result of conducting such a survey, it is possible to obtain data on the potential audience “who will be influenced by the message placed on the advertising structure.”

A very important indicator of media planning is Gross Rating Point (GRP), because... takes into account the percentage ratio of the OTS (effective audience) size to the total market size (i.e., the number of the city’s active population aged 18 years and older). Thus, GRP is a basic value for assessing the audience of one advertising surface; the larger this value, the more effective outdoor URL advertising is considered: . In turn, the sum of GRP of advertising surfaces characterizes the volume of the entire advertising campaign. But at the same time, it is obvious that in the case of using outdoor advertising, features arise that are not inherent, for example, in the television market. The main reason is that depending on the market (with a high and low degree of involvement), firstly, the frequency of changing advertising messages changes, and secondly, the number of competitors is not comparable. If we talk about advertising specifically in the banking services market, then advertising here does not change as often as, for example, in the coffee market, because the offer of services remains the same for a long time, and the same applies to the number of competitors.

It is quite clear that outdoor advertising is not the subject of increased attention of passers-by on the street (unless it stands out strongly from the general mass); people are much more interested in the flow of cars, other passers-by or the route along which they are moving. However, the same can be said about advertising on television and in the press, because placing a message in prime time does not guarantee increased audience attention: we know very well that during a commercial break on television, few people remain on the same program or simply do not goes “about his business”, and it’s easy to flip through the page in the newspaper with an advertisement. However, the value of data on passenger flows collected to assess the effectiveness of advertising placed on city streets is that, “unlike the audience of the press and broadcast, they are relatively stable, subject only to seasonal fluctuations and can be used repeatedly to calculate the GRP of various advertising campaigns.” .

The main problems that arise when assessing the effectiveness of outdoor advertising and possible methods for solving them are shown in Table 1.

Table 1. Problems of assessing the effectiveness of outdoor advertising and methods for solving them.

Let's give an example of calculating OTS.

“For pedestrians, the “basic set of signs” consists of the following signs:

installation angle 15 degrees,

· possible duration of visual contact is 10 seconds,

· distance from the viewer 7 meters,

· no visual obstructions.

A billboard with these characteristics will provide advertising contact with 10% of pedestrians. For a Shield installation angle of 45 degrees to the flow - coefficient 1.17. Possible duration of visual contact is 15 seconds, coefficient - 1.15. Distance from the stream - 13 meters - 0.89. There are other visual stimuli. Coefficient - 0.85 Difficulty of the road situation (individual parameter) - coefficient 1.3 (for example).

In this case, the “number of recalled viewers” ​​for this billboard will be equal to 0.13, i.e. .

Consequently, 13% of viewers in a given stream (pedestrians) will be able to remember the image on the billboard.”

One beautiful day

The transition to GRP sales of outdoor advertising makes the relationship between operators and clients more transparent. But until customers begin to carefully count their money, and operators agree on common operating standards, such changes are postponed for an indefinite future.

The fate of outdoor advertising in our country has been very difficult. It is no coincidence that to illustrate the drama of her relationship with the advertiser, the leading outdoor* operator** News Outdoor Russia (NOR) chose excerpts from the film “Pretty Woman”. The outdoor advertisement in the NOR film was introduced as Julia Roberts, and the advertiser as Richard Gere.

“For many years, clients bought television based on ratings, and outdoor advertising worked honestly on the street. Clients bought billboards and city formats, meters and surfaces. But one fine day everything changed,” began NOR’s speech at the “Effective Outdoor Advertising” industry conference late last year.

The main topic of the conference was the transition to a GRP outdoor advertising sales system. The NOR company proposed a methodology that allows the use of GRP in outdoor advertising, and since December 2007 began offering such sales to Moscow clients. The authors of the system - NOR, the Mediaedge:cia agency and the research company ESPAR-Analyst - put forward the assumption that the system, which has long proven itself on television, should become a logical stage in the evolution of the outdoor advertising industry.

The results of the first ratings campaign for Bourjois were very encouraging, and advertising market analysts began to predict that GRP would become the new currency of outdoor advertising. However, for a number of reasons, the most important of which is the fragmentation of industry representatives, such changes will not happen soon and will definitely not happen overnight.

Client : Efficiency... How do you evaluate it?

: Believe me.

Client : Well, no. I'm not used to just believing like that. I pay money, so please give me reporting, numbers, number of contacts.

: Number of contacts? Are you sure you want to know these numbers?

The mechanism of the GRP sales system, as the media director of the Mediaedge:cia agency says Alexey Kulakov, borrowed from television practice, where this system has been used for a long time. “We tried to apply the principles of TV advertising pricing for outdoor advertising (in particular, we divided the city into zones with different rating indicators, similar to the allocation of prime time on TV), which were included in the program in the form of discounts and markup coefficients,” says Alexey Kulakov.

The use of a new sales system is designed to solve two important problems. The first of them is the creation of a transparent pricing mechanism. “An advertiser needs an effective system for evaluating the placement of outdoor advertising,” comments the marketing director of the St. Petersburg department store Miller Center. Alexey Aksenov. “It is important to obtain a certain coefficient that would unify the measurements and make it possible to buy contacts rather than addresses.”

It is important that the use of a single currency eliminates subjective assessments of advertising media. “Previously, each of the operators could make their own arguments in favor of the fact that their shield is better. And GRP acts as a single meter that minimizes the human factor,” explains Kulakov.

As the general director of ESPAR-Analyst adds: Andrey Berezkin, “It is much clearer to an advertiser to express a purchase in terms of audience size rather than in terms of ‘250 sides of 3x6’.”

Consequently, thanks to GRP, the process of communication between the operator and the client is automated. “When receiving an assessment based on rating points, the client often does not require a detailed description or photographs and agrees on the program very quickly,” says the general director of the advertising agency BV Media in St. Petersburg. Oleg Rodionov.

The second task that was set for the developers of the new sales system was to bring all the main communication channels to a unified measurement system in order to optimize the media planning process. “Obtaining comparable information about the size of the audience of advertising messages both in outdoor advertising and in other media allows the client to effectively distribute advertising budgets,” says Deputy Director of the NOR Marketing Department Anna Krasilshchikova.

The operator gets the opportunity to more flexible inventory management. “This system will allow operators to sell less popular surfaces (located outside the main routes, in residential areas), since they are taken into account in the overall program with a certain GRP,” notes the director of the marketing communications department at MTS Russia. Evgenia Churbanova.

It also eases the relationship between agencies and advertisers. “The new system opens up opportunities to improve the level of service,” I am sure Anna Krasilshchikova. “Within a given budget and a defined campaign GRP, the agency can offer the client various program options, while providing a clear justification for what exactly the client is paying for in a particular case.”

Why happy GRP?

In fact, attempts to bring more objectivity to the outdoor advertising sector have been made for quite some time. According to Oleg Rodionov, BV Media first began offering assessment of outdoor advertising by GRP about ten years ago. “However, at that time our innovation was not in demand, even by progressive Western clients,” says Rodionov. “Back then everyone worked the old fashioned way, using visual assessments of advertising media. The advertising market itself was just in its infancy; although new technologies were well-known among progressives, they were not widely used.”

Later, the use of the rating system became more popular, but GRP was initially used only as a guide. This allowed the advertiser, in particular, to compare the cost of billboards from different operators. “If some operator’s shield with a similar rating was more expensive than NOR’s shield, this was a reason to negotiate on lower prices,” the director of marketing and advertising for the Detsky Mir chain of stores gives an example. Ashot Harutyunyan.

In addition, rating indicators were convenient for planning advertising campaigns in agencies. “The network agency works with a number of operators, and it can set the condition that in order to include our surfaces in the general address program, it is necessary to indicate GRP,” explains the director of outdoor advertising sales at the VolgoBalt Media advertising agency. Dmitry Ganibalov.

Although the need for surface rating data has become urgent, operators have been reluctant to move to a GRP-based sales system. The fact is that the market situation did not require this and operators were not interested in spending resources on developing a complete system (in particular, on conducting expensive research to assess the ratings of all inventory, developing price coefficients and promoting the new system). “The demand for outdoor devices is so great that operators have no need to develop new mechanisms and conduct independent, expensive research,” says Alexey Aksenov.

What is the exchange rate?

However, many also have reasonable doubts about whether NOR will be able to implement a GRP sales system now.

The first difficulty in developing a new model is the lack of a clear measurement mechanism. Average ratings are calculated based on ESPAR-Analyst data. “We use an assessment of pedestrian and traffic flows in advertising locations to determine the audience that has a real opportunity to see advertising. For this, a system of factors is used that characterize the quality of the review of the advertising medium,” explains Andrey Berezkin.

The ESPAR methodology is generally the same as in the West, but it does not take into account some details and is therefore less accurate. “For example, in the USA, the system is based on information about traffic flows, which is obtained thanks to the serious efforts of the Department of Transport: they have territorially differentiated, detailed information on population movements. Our statistics at the territorial level are in their infancy: these are completely feasible studies, but extremely expensive,” notes Berezkin.

In addition, due to inertia, not everyone trusts the research company’s data. “With all due respect to ESPAR-Analyst, everyone knows its long-term affiliation with NOR,” says Dmitry Ganibalov. Of course, TNS Gallup's TV data is also questionable, but at least this company has always been independent.

One of the founders of ESPAR-Analyst, created in 1996, was the APR-City company, headed at that time by Maxim Tkachev, now managing director of News Outdoor Group (NOG) and NOR. In 2000, APR-City was purchased by Rupert Murdoch's News Corporation, which included NOG. After this purchase, NOG became the owner of a blocking stake in ESPAR-Analyst. And only at the beginning of 2006, the top management of ESPAR-Analyst bought out NOG’s share, becoming the 100% owner of the research company.

Games for big people

The implementation of the new system is also hampered by the disinterest of small advertisers in using the GRP sales system: it is much more convenient for them to purchase individual billboards.

Purchasing by rating points should interest large advertisers. “A large advertiser cannot do everything perfectly and “pick up” only the best billboards: he simply physically cannot collect so many surfaces. But he doesn’t want to buy worse surfaces either. And with the new system, he has a real tool that allows him to make calculations,” notes Harutyunyan.

Small clients have a number of complaints about the new system. Firstly, what matters to them is not the absolute size of the audience, but the targeting of the advertising structure. “For example, retail stores that buy multiple surfaces for signage are not interested in purchasing under GRP,” admits Anna Krasilshchikova. “After all, by fixed placement we mean the share of ratings in the prime zone agreed upon by the client, and not the purchase of specific addresses.”

Secondly, the same subjective factors that NOR wanted to get rid of are important to a small advertiser. “The disadvantage of this scheme is that the advertiser and the agency are excluded from the process of selecting advertising media,” says Alexey Aksenov. – And for us, choosing a targeted program is a key process. Plus, NOR sets a markup for a fixed program, and this is a lot of money.”

Thirdly, the error in the new system is too large for a small advertiser. “When a large Moscow advertiser takes 200 billboards in St. Petersburg and 20 of them (only 10%) turn out to be bad, he will survive. And if a St. Petersburg advertiser has 10 out of 20 billboards that turn out to be bad, then it’s a disaster,” continues Aksenov.

Hodgepodge

The third and main obstacle to the development of a rating sales system is the large number of outdoor operators in Russia.

Industry players simply cannot agree on common operating standards. “Any major advertising program typically consists of both NOR designs and designs from other operators. Therefore, a general transition to purchasing based on ratings will only become a reality when the majority of operators begin to use this kind of opportunity,” says Evgenia Churbanova.

In addition, small operators do not have enough surfaces to operate under the new system. “In Russia, the four largest players account for only about 30% of the market, the remaining 70% is shared by small operators with a share of less than 1% each. Most small companies simply do not have billboards with a high GRP level, so it is unlikely that this system will be quickly accepted by the community,” agrees the head of sales at the second outdoor advertising operator Gallery Inessa Molodkina.

In the West, unlike us, the outdoor advertising sector is much more developed, and therefore the mechanisms of work based on GRP have long been worked out.

“In each Western European country there are a maximum of three outdoor advertising operators who control the development of industry standards. In France, the development of the sector is determined by JCDecaux; in England, Viacom Outdoor International is involved in this. There are not a large number of players with whom advertisers and agencies interact,” says Alexey Kulakov.

In the outdoor advertising industry, due to its lack of consolidation, there is no single sales house where information about the GRP of all operators would be collected. “If you sell using the GRP system today, despite the absence of a single sales house, a situation may arise when the client, having purchased a certain number of advertising surfaces from several companies, will receive advertising boards that will stand next to each other (since the address program is determined by different operators ). In this case, the advertiser will lose coverage even if the required GRP amount is received,” notes Inessa Molodkina.

Western outdoor advertising has generally taken a different path of development - operators there sell outdoor advertising not as individual billboards, but mainly as networks that already have fixed rating indicators. “This path doesn’t suit us yet,” says Alexey Kulakov. “Only one operator in Russia can create 3x6 networks in Moscow, only two in St. Petersburg.”

Evolution is inevitable

It is likely that the consolidation of the industry will in the future affect the development of new sales mechanisms in our country. The only question is how long it will take.

Industry participants are sure of one thing: the transition to a GRP sales system is a natural and inevitable stage in the development of outdoor advertising. “If the market leader sets new rules, other participants will be forced to adapt to them,” believes Ashot Harutyunyan.

NOR is ready to refine the mechanism. “Our task is to enable clients to evaluate the effectiveness of the new approach and give their assessment of the direction in which we should improve the GRP sales model,” says Anna Krasilshchikova.

As for the sales of surfaces, it makes no sense to completely exclude such a scheme: advertisers have an objective need to create targeted programs. “Perhaps Muscovites will have their own system to place national advertising. And we will live as we lived,” suggests Alexey Aksenov.

It is curious that even on regional TV channels, advertisers sometimes make advertising purchases by the minute.

To summarize, we can say that the presence of two systems is seen by industry representatives as the most convenient option: two systems imply the possibility of comparing and combining programs, and this is always better than one model, which will be inconvenient for someone.

In any case, the development of more technologically advanced shopping systems depends on how actively customers demand it and how carefully they begin to count money. “And whoever offers clients a more effective sales system will take a leading position in the industry,” notes Andrey Berezkin.

Ksenia Voronina, correspondent for Expert North-West
“Growth Management” No. 1-2 (07-08)