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OOH advertising: Size does matter

Just as print media was able to create a more accurate measurement of its value through readership figures and not circulation, OOH advertising should reassess the way in which impact is calculated.
Historically, it has been sold on a square meter basis but how do we measure this impact more accurately?


“We need to relook at what customers are seeing at any given time while driving past any type of OOH advertising,” says Brad Fisher, CEO of ADreach. “To do this, I would like to suggest that we should be assessing impact based on the cost per square cm of windscreen space that the advert takes up and not the cost per square meter of the actual structure, which is actually irrelevant in this equation.”

The amount of windscreen space that an advert takes up at any point in time is a function of both the size of the structure as well as the distance of the consumer (in the vehicle) from the advertising structure.

If you can imagine driving and looking through your windscreen, something smaller but closer will usually take up more of your windscreen space, and attention, than something larger but further away.

To the naked eye, the amount of windscreen space that the advert takes up will determine the impact of the advert rather than its actual physical size. The value of the space should therefore be directly proportional to the windscreen space and not square meterage.

Essentially, a street pole advert, by virtue of being closer to you, will take up more space in your windscreen space than a large billboard that is far away, despite being vastly different in comparable square meter size.

“Just as readership figures completely turned the print industry on its head, so too should windscreen-space (t) lead to a major reassessment of how we value OOH. Costing OOH advertising should therefore be based on impact through proportionate windscreen space and not on the size of structure,” concludes Fisher.
Comment
musa msane
Great article indeed, now, what do you say about pedestrians who are also exposed to the OOH, do they matter at all or its all about drivers and those who are 'mobile'?
Posted on 7 Mar 2016 15:03
Les Holley
The new OMC research figures will and do take these factors including impact of size into account to obtain net exposures.
Posted on 8 Mar 2016 08:24
Les Holley
The research shortly to be released by the Outdoor Measurement Council will be comprehensive and does take the above factors into account. What a pity many of the players could not see the benefit of participating in the research and will have only themselves to blame as the participating companies take even more market share.
Posted on 8 Mar 2016 08:32
Kelly Clark
hi Musa, thanks so much for your comments. At ADreach we believe that any opportunity to view adverts, be it roadside or curbside, is valuable. It is just by virtue of the placement of most Street Pole Adverts along routes with high traffic volumes that the majority of views would stem from vehicles. But we do not discount the pedestrian value at all - particularly in such a busy city such as Johannesburg
Posted on 9 Mar 2016 11:24

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