For the first time, the mediametry of airtime shares became available to the Russian outdoor market: oneFactor’s case for measuring the audience of media facades

At the request of a number of customers, including Sunlight Outdoor and Mayer Group, outdoor advertising operators, oneFactor developers updated the functionality of the web-service SmartIndex 2.0. Users now have the opportunity to monthly measure the audience of media facades and target them with advertising. Now the service allows you to calculate ratings and coverage for both standard media facades (for example, media facades in Novosibirsk at Karl Marx Square, 1), and non-standard ones such as Sunlight Outdoor media facades in Moscow at the intersection of the TTK and Enthusiasts Highway. In addition, SmartIndex 2.0 can calculate the potential effectiveness of a design that does not exist yet — this functionality was also used by the Hollywood advertising agency to assess potential locations for installing media facades in Novosibirsk.

To conduct advertising campaigns of Hollywood, using the SmartIndex service, we determined the real ratings of individual ad impressions at various media facades in Novosibirsk. It turned out that the share of ratings when buying the same shares of air on different media facades is significantly different. In places where people move near the media facade on average at a low speed, it’s enough for the agency to buy out just one slot in the block to get high placement efficiency. So, for example, when redeeming a five-second slot at the media facade in Novosibirsk at pl. Karl Marx, d. 1, you can get 15.3 GRP. At the same time, a buyout of 100% of the ether of this media facade generates 36.7 GRP. This means that with the purchase of 2% of the media facade airtime, you can get 40% of all its ratings.

Advertising on the media facade in Novosibirsk at pl. Karl Marx, d. 1 allows you to get a high monthly coverage of the city population aged 18+:

In places with a high average speed of movement past the media facades, we observe a different picture. For example, at the media facade at Novosibirsk, ul. Karl Marx, d. 57 five-second slot generates only 3.3 GRP. When the calculation was made, this media facade did not exist yet, but the AA “Hollywood” with the help of the SmartIndex 2.0 service had already planned placement on it for its advertisers.

The media facade located at Krasny Prospekt, 17, showed the closest indicators to the best media facade in Novosibirsk. Its GRP is slightly lower — 35.1t versus 36.7, but its monthly coverage at frequencies 1 and 5 is much higher.

It is also interesting to compare the affinity of two advertising structures in the premium segment of the highly profitable population of Novosibirsk. Affinity Index of advertising on the media facade at pl. Karl Marx, d. 1 is 1.35, on Red Avenue — 1.58.

“We are glad to cooperate with oneFactor for the possibility of calculating the media metric indicators of our media facades network. The data helped us make sure that the surfaces are located in the premium segments of the city. And now we can say with confidence that the advertising campaigns of our advertisers will be seen by a large number of precisely the audience from the premium segment”, — says Anatoly Savenko, the director of the Hollywood group of companies.

“These measurements are made possible by the new SmartIndex 2.0 functionality, which analyzes the movement tracks with granularity up to a second. it allows you to evaluate the duration of mobile subscribers in the area of the media facade visibility and with high accuracy calculate OTS and ratings of every exit. There is no similar functionality in any of the alternative solutions for measuring outdoor advertising in Russia”, — comments Chief Data Scientist and Analytics Officer Maxim Voevodskiy.

According to oneFactor, among all owners of media facades (Deltaplan, Mayer Group, Sunlight Outdoor, Vera-Olympus, Designmaster, Nord Lights), using the SmartIndex 2.0 service, the best media facade with the highest ratings is the Sunlight Outdoor advertising structure at the intersection of the TTK and the Enthusiasts highway. Every day this media facade gains more than 1.5 million views.

More about SmartIndex 2.0 you can find here