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Audience First - Campaign Effectiveness Research For Digital Place-Based Media
1. AUDIENCE FIRST:Campaign Effectiveness Research forDigital Place-Based Media Presented at Digital Signage Expo, Las Vegas February 23, 2011 Kelly McGillivray, P.Eng. President & Chief Methodologist Peoplecount
10. WHY? Accountability Prove the campaign delivered RESULTS Credibility Remove the RISK of an unproven medium Differentiation UNIQUE interaction of audience, medium and message
11. The REAL Research Objectives Make me look good* (= happy client) Make my job easier (= “no-brainer” decisions) Help me do better next time (= fine-tuning) *No, this doesn’t mean fudging the results
12. HOW? Intercept Surveys (on site) Campaign objectives? What to ask? (typically 8-15 questions) How many? (100+ samples) Targeted or random? Pre and post? Choose representative venues How many? Which markets?
26. Don’t rely on audioContinuous play, interactive, very large Dwell time = 60 minutes Loop Length = 30 minutes Ad Length = 30 seconds Repetitions per loop = 3 Product or logo = 5 seconds OPPORTUNITY = 1.7%
30. RECOMMENDATIONS FORNETWORKS Conduct audience research BEFORE network build-out Pilot studies are GOOD Sell AUDIENCE not screens Ongoing research budget
31. RECOMMENDATIONS FORBUYERS Do lots of this - get to know what works Know the DS networks you’re buying Buy AUDIENCE not venues Creative and loop length match audience
Peoplecount, established in 1995, is an experienced third-party supplier of audience measurement and advertising effectiveness research for both digital and static outdoor advertising, place-based media and in-retail networks. We are proud to have won the 2009 MediaPost DOOH Award for Most Innovative Audience Research/Metrics System.Peoplecount is staffed with engineers, geographic information specialists, data analysts and a network of field surveyors. Clients include out-of-home advertising associations, operators of digital out-of-home advertising networks, ad agencies and retailers.Peoplecount was an integral member of the team of specialists who developed the TAB’s Eyes On Audience Ratings for traditional outdoor advertising, including digital billboards. We are currently working with the U.S. government’s Transportation Research Board to develop the Eyes On Audience Metrics model for public transit media.Visit us at www.peoplecount.biz.
These are the benefits of any type of media research, whether campaign-specific or network-specific.
Peoplecount’sAudienceScopesurvey packages make off-the-shelf research easy to buy. Defined by the number of questions, venues and responses, this is a quick way to build in research costs with every campaign. By adding on-site counting to the intercept survey packages, Peoplecount offers DigitalcountsExpresso, a DPAA-compliant audience metrics service. The pre-packaged, one-price solution is perfect for most place-based media networks.A full description of AudienceScope, DigitalcountsExpresso and other solutions may be found at http://www.peoplecount.biz/solutions.php. Various fact sheets and rate cards are available for downloading.