The Outdoor Measurement Council has just finished a three-city roadshow designed to inform agencies, brands and media owners how its new Roadside Outdoor Audience Data (ROAD) dataset will help in media planning and strategy.
Ruchelle Mouton, marketing intelligence manager for Primedia Outdoor and the person who delivered the methodology overview at the roadshow, said the OMC now has more trip information and more data, specifically respondent level data. “We have richer information on HOW people travel, specifically for trip modelling, or traffic modelling. We are able to better attribute the routes people take in the country,” she said.
Mouton said the system used incorporated research and expertise in the areas of big data, visibility, travel patterns and trip modelling to build a powerful reach and frequency system, which is vital for planners and strategists, and, of course, audience ratings.
Mouton said the sample methodology they used focused on communities of 8000 and above, which by definition excludes deep rural areas. “So it does mean we are able to attribute, or obtain audience figures, for district municipalities where we might have less than 100 samples. From previous data collection, we had about 21 district municipalities covered, and this time 28, which means we have more data for more areas,” Mouton explained.
She said while the survey is a nationally represented sample, for data and data modelling, the OMC needed district municipalities of 100 or above so we can accurately analyse and assign audiences to those areas. “It covered all metro areas but we have also obtained better destination information. We can measure smaller roads not just highways and arterials,” she said.
The data is provided at no cost to agencies, brands and media owners. “The software is licensed to Telmar, which agencies and media owners subscribe to. We have, as the OMC, been extensively involved with agencies, showing them the software, doing workshops, showing how the data enables planning and strategy,” said Mouton, adding that seeing the data for first time can be overwhelming. “As people are getting more familiar with it, we are seeing more usage. And also on the client side, from marketers. Briefs are coming through with requests for data on sites.”
In terms of uptake, Mouton said, “… We are getting there. For the first time we are able to show accountability for media plans and client spend. It’s only been a few months in the works, so from next year onwards, we will be able to compare year on year.” She said she has noticed a “positive shift” as potential users and users see the value of the data and what it can do for the out of home industry.