Out-of-home (OOH) advertising, also called outdoor advertising, outdoor media, and out-of-home media, is advertising experienced outside the home, such as billboards, wall art, and posters seen while “on the go.” It also includes place-based media seen in places such as convenience stores, medical centers, salons, and other brick-and-mortar venues.

OOH Measurement

In general terms, brands and agencies can measure the effectiveness of out-of-home advertising by observing changes in whatever KPIs the brand had in mind. For example, an increase in phone calls, leads, in-store traffic, website visits, or even sales during the duration of a billboard or bus branding can be an indicator of the impact of running the campaign.

Usually, the goal for any advertiser is some form of sales. Still, it can be difficult to attribute a sale directly to an outdoor ad (and most forms of traditional advertising) without a marketing mix analysis or marketing attribution study.

So, how can advertisers then know if their out-of-home campaigns hit the right buttons and achieved the actions they needed from their target audiences?

Collecting insights directly from the intended audiences is an excellent place to start – to know if the advertisement was seen, understood, acted upon, and by whom. Several tools collect this information, including running recall surveys, GPS mapping through devices carried by the respondents or satellite, and travel diaries. The Global Guidelines on OOH Audience Measurement by ESOMAR and various OOH associations provides the most formal guide for measuring Out-of-Home advertising representatively, accurately, and affordably.

Out-of-Home Measurement Surveys

Recall surveys can be deployed to evaluate the effectiveness of an out-of-home advertising campaign during or after the campaign. Some of the considerations here include:

• Sample – Due to the local nature of out-of-home campaigns, the respondents should be recruited from a population within the geographic area the campaign is running in. The rest of the demographic considerations that typically represent a good sample, such as gender, age groups, and socio-economic indicators should also be considered to get a representative sample. People who are regularly out of home and the less mobile must also be represented correctly in the sample.
• Survey mode – Depending on the structure of the sample, researchers can choose an appropriate survey mode. Panel-based trackers can be conducted through SMS, mobile links, WhatsApp, and MROCs. At the same time, samples that include older or illiterate respondents can deploy modes such as CATI or CAPI. If the survey needs location data, the survey can be run through web links with location-enabled devices or a specialized mobile application such as the GeoPoll App.
• Timing and frequency – As with most recall surveys, timing can be integral to the accuracy and performance of the study in terms of response rates. OOH measurement surveys can also be continuous to track performance, so the optimal frequency must be nailed down.
• Survey questions – A survey is only as good as its questions, which are largely informed by the metrics being investigated. OOH measurement questions could cover a range of themes, such as
  • Incidence – did you use the X-Y route this morning?
  • Awareness – have you seen a billboard for Brand A?
  • Opinion – how much did you like or dislike the billboard design/message?
  • Intent – do you intend to take action B based on the message you saw on the billboard?
  • Action – have you done C as prompted by the billboard?

Measure the Impact of your Out-of-Home Marketing with GeoPoll

GeoPoll’s Out of Home solutions can measure the ROI of specific outdoor advertisements, identify the audiences they reach, and monitor the quality of billboards during your campaign. Using GeoPoll’s mobile data collection platform and panel of respondents, you can gather real-time insights from those who have traveled down roads with Out of Home advertisements, collect pictures of advertisements, and much more.

Case Study: Measuring the Effectiveness of Outdoor Advertising in Nigeria

Contact our sales team to learn more.

The post Using Surveys to Measure Out-of-Home Advertising appeared first on GeoPoll.

In June 2017, GeoPoll engaged 3,710 youth respondents aged between 15-35 years old in Kenya, Uganda, Tanzania, Ghana, Nigeria and South Africa with the aim of understanding how the shift towards mobile usage due to increasing mobile and internet penetration is affecting the reach and consumption of advertising in those countries.

In the first part of this series on advertising to youth in Africa, we focused on the rise in consumption of digital advertising among this demographic. We explored on the advertising call to action, as well as the role that online channels are playing in being a source of information for consumers in their buying process.

In this second and final part of the series, we focus on advertisement recall as well as the most creative advertisements as voted by our panel of respondents of this straw poll. The aim was to determine how easily consumers recall advertisements they encounter on different media daily, which media channels they consume these ads from, and which advertisements they felt were very creatively done hence the recall factor.

The insights from this survey are not representative of the total population in these countries, however, they do give us some valuable pointers on the consumption of advertising by the youth demographic. It also provides insights for marketers, media buying and creative agencies on how their target market is responding to their messaging.

Advertisement Recall
Advertisement recall measures a respondent’s recollection or recall of an advertisement.  The respondent’s answers provide insight to the most memorable attribute of the advertisement. Generally, ad recall is requested immediately after the respondent views the advertisement. Recall is lessened over time. The GeoPoll audit retail service is one of the most effective ways of measuring ad recall. It is done using the mobile phone via sms as the respondent consumes the advert from whichever media.

The advertisements with the highest ad recall among youth consumers across the multiple platforms included in the survey are by the Coca-Cola Company. Their TV advertisements enjoying the highest recall at 13%.

As we breakdown the advertisement recall by channel, the top 3 most recalled brands by youth consumers from TV advertisements were: Coca-Cola, Omo and Ariel. From the print adverts: Omo, Airtel data packages and Coca-Cola had the highest recall. From radio: Coca-Cola, Omo and Ariel reigned high. Finally; Omo, Coca-Cola and Ariel had the highest ad recall from their out of home advertising.

Most Creative Advertisements
Coca-Cola advertisements were picked as the most favorite among respondents across all media due to their creativity and ad-recall factor. Looking at advertisements in the respective media channels, the 3 most listed favorite TV adverts across respondents who consume TV are: 1) Coca-Cola at 11% 2)Nivea Personal Care (6%) and 3)Indomie Noodles and Omo at 2% each.

From those who consumed print, most voted Nivea advertisements as leading in creativity, followed by Omo and Always. From radio,  Coca-Cola advertisements lead closely followed by Nivea skin care; Tigo and Movit tie at number 3. Among the respondents who consumed internet, Coca-Cola was voted as number one, Nivea skin care and Tigo followed closely. Finally, from Out Of Home (OOH) advertisements, Nivea body lotion advertisements were voted as number one closely followed by Coca-Cola, Omo and Movit tie at number 3.

Brands and Youth Consumers
The strive by marketers, creative agencies and media buying agencies to capture the attention of their target market in unique ways is greater now even as the consumer and media platforms become more segmented. Getting the consumer’s attention is not as easy now; the future promises some curveballs.

Download the full infographic on Advertising to African Youth Consumers today!

*This GeoPoll rapid survey was conducted in June among 3,710 youth in Ghana, Kenya, Nigeria, South Africa, Uganda and Tanzania using the GeoPoll Mobile application.

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