Neil Eddleston, managing director of JCDecaux OneWorld, was recently in South Africa to reveal the particulars of the group’s latest OOH measurement study. The project, called AM4DOOH, uses sophisticated technology to measure audience engagement, as well as factors which contribute to optimal OOH placement. Michael Bratt found out more about the project.
The AM4DOOH Study, which builds on existing Joint Investment Committee studies, is European focused as that was where the research was conducted. It centres on the significance of digital in this market, and more specifically, how digital relates to existing static factors. The study builds on existing visibility adjustment measures, rather than reinventing them, providing a consistent approach and consistent standards.
The basis of the study is twofold: firstly it concentrates on actual measurement of where the participants’ eyes rove in an outdoor environment. Secondly it creates a virtual city that can be customised to reflect any city in reality, no matter where it is in the world. Eddleston explained that the virtual city explores a large volume of possible contact possibilities per respondent. As a result the city generates a lot of usable data as a significant number of outdoor formats are measured. Another two positives are that the study can be tweaked so confounding issues are controlled and all measures are relative, allowing for easier comparison.
The necessity of new research into digital OOH (DOOH) is supported by data from MAGNA Global. According to them, DOOH’s share of ad spend is expected to grow 180% from $2.5bn recorded in 2010, to $7bn in 2019. DOOH global spend is also expected to increase from just over 5%, recorded in 2010 to 18% expected in 2019.
During his talk Eddleston also revealed the six most important factors that need to be considered when OOH adverts are placed. These are:
- Angle of panel
- ‘Eccentricity’, explained as how far or near it is to roads
- Visibility complexity
- Traffic speed
Concluding the presentation, Eddleston said his company is working with JICs in each market and the application of any digital findings will be the decision of the local JICs.