1、Project SummaryFor Bus Shelter Pre-Buy EvaluationPart 1Opportunity to See (OTS)PurposeQuantify bus shelter ad effectiveness, provide data support for bus shelter media planning.With media effectiveness forecast model, help clients to develop their media plan and set expectation.What is OTS?Opportuni

2、ty to See (OTS) is a survey conducted among urban citizens on their exposure patterns to outdoor bus-shelter advertising medium on main bus routesIndependently carried out by Research InternationalCovering 23 major citiesPhase One: GuangzhouPhase Two: 5 cities (, Shanghai, Wuhan, Nanjing, Chengdu)Ph

3、ase Three: 17 citiesOTS Research ObjectiveTo understand the reach rate at various road sections or shelter site groups over 2/4/6 weeksTo understand the frequency of consumers exposure to bus shelter mediaTo collect demographic information at various road sections To incorporate OTS with Seal of App

4、roval to build Media Effectiveness Forecast ModelOTS Research ContentBasic info the road sections and bus shelters which the respondent passed by over the past 2/4/6 weeks and the passing-by frequencyDemographic info age, income, sex, education background, job information, marital status, purchase i

5、ntention, etc.Result data the reach and frequency at various road sections or shelter site groups over 2/4/6 weeksOTS MethodologyNature: Quantitive ResearchSampling: divide each city into 132 sections of equal areas, each section selects 4 samplesInterview:random household visitObject: local citizen

6、s within the age group of 15-55Quantity:500 samples per cityQuestionnaire ContentWhich road section the respondent passed by over the past 2/4/6 weeks?When?Frequency?OTS - Quantify IndicatorsReach rateAverage FrequencyOGRP=Reach x Average FrequencyWhat is Reach?Note:“Reach reflects consumers opportu

7、nity to see the bus-shelter medium instead of the “reach of a bus-shelter ad “Reach reflects non-repeated exposure to bus-shelter medium for at least onceREACH = Population exposed to one particular bus shelter/ Sun rain Package within certain periodTotal city populationWhat is Average Frequency?Ave

8、rage Frequency Total frequency within certain periodTotal exposure population=What is OGRP?OGRP = Reach (%) x Average FrequencyOGRP outdoor gross rating pointsPercent of target audience who passed by the described shelter site at least once. OTS The relationship between Reach Rate and Avg.FreqNetwor

9、k Package No.: GZ-12-T10 Duration: 2 weeks Reach Rate: 95.6% Avg.Freq: 92 OGRP:95.6*92=8776 blue: Guangzhou permanent residents Yellow: Non-overlapped population who exposed to GZ-12-T10 Network package for at least onceData source: 2001 OTSSCMR Research Internationale.g. Guangzhou AreaOTS Media Eff

10、ectiveness of Network Packages for 6 CitiesOutdoor GRP (2 week)Data source: 2001 OTSSCMR Research InternationalOTS Media Effectiveness of T Network PackagesReach Rate & Avg. Freq (2week)Data source: 2001 OTSSCMR Research InternationalOTS Media Effectiveness of B Network PackagesReach & Avg.Freq.(2we

11、ek)Data source: 2001OTSSCMR Research InternationalOTS Media Effectiveness of Shanghai Network PackagesMedia Effectiveness Evaluation of Shanghai Network PackagesData source: 2001 OTSSCMR Research InternationalOTS The Foundation of Media Effectiveness Forecast ModelMedia Effectiveness Forecast Model

12、is: an analyzing model using reach & frequency data to forecast campaign resultbased on OTS (Opportunity to See) research data and validated with our Seal of Approval databaseMedia Effectiveness Forecast Model The definition of effective frequencySOA Awareness: 52%With TV supportGRP=972.752Data sour

13、ce: OTS (Research International) SOA (2001Wave4)37OTSThe definition of effective frequencyBased on OTS and SOA analysis, the effective frequency ： with TV advertising 41 without TV advertising 74TV adv.Ave.GRP2 weeks freq.Yes742.341No074Data source: OTS (Research International) SOA (2001Wave4)Media

14、Effectiveness Forecast Model Network Package Effectiveness ForecastWith TV support Without TV supportTV No TVData source: OTS(Research International)Media Effectiveness Forecast Model Network Package Effectiveness ForecastMedia Effectiveness Forecast Model Case study (without TV support)ForecastEffe

15、ctive frequency (without TV support)= 74, Reach= 22%GRP=0ResultSOA Awareness=29%Data source: OTS (Research International) SOA (2001Wave4)ForecastEffective frequency (without TV support)= 41, Reach=63%GRP=1106ResultSOA Awareness= 50%Data source: OTS(Research International) SOA(2001Wave2)Media Effecti

16、veness Forecast Model Case study (with TV support)OTS - ConclusionQuantify media effectivenessProvide data support for media planninga powerful tool for media planning Project SummaryFor Bus Shelter PostBuy EvaluationPart 2Introduction to Seal of Approval (SOA)for Adshel Network White Horse Advertis

17、ingWhy Conduct Adshel Research MonitorFree research provided to advertisers periodicallyProvides scores of effectivenessUsed to interpret strong and poor creativeStudy BackgroundContinuous monitoring system conducted by Research International China Ltd. Unique in the outdoor industryFace to face int

18、erviews conducted in halls to minimise distractionFW conducted every 3 monthsDatabase now contains over 600 studies Fieldwork conducted every 3 months Sample: Aged 15 - 60 yearsAll socio economic groups (SEGs) recruitedBoth age and SEGs are to regional proportionsMales and females split 50:50Coverag

19、e: BJ, SH,GZ,CD,WH,NJ300 respondents per city 1800 respondents in totalIn Hall TestStudy Background: SampleQuestionnaire FlowAttribute RatingAided- Brand Awareness Aided- Ad AwarenessAided Recognition of the Adshel poster color copy 1-2 Cases StudyQuestionnaire(1)Q.1aAided(brand list): Which brands

20、in the card are you aware of?Q.1bHave you seen/heardany advertising for (specified brand) recently?Q.2aVisually Prompted: Have you seen this /these advertisement(s) on bus shelters at the sides of roads?Q.2cWhich of the statements in the card issuitable to describe your likeness to thead you have se

21、en?Q.318 Attributional Statements: You saidyou had seen these ads. Then, which of them you feel apply to each one of the statements Ill read out to you?Questionnaire(2)Q.5-Q9 for case studyQ.5aCan you obtain the following information about its products from this advertisement for (specified brand) ?

22、Q.5bWhich of the statements in the card is suitable to describe your impression on the information you got from the ad just?Q.6(visually prompted to people who didnt see the ad for (specified brand) Which of the statements in the card issuitable to describe your likeness to thead you have seen?Q.7Wh

23、ich of the statements in the card is suitable to describe your overall impression on the ad for (specified brand)?Questionnaire(3)Q.5-Q9 for case studyQ.8Which of the statements in the card is suitable to describe your opinion about (specified brand) after you saw its ad?Q.9In the coming 3-month/6-m

24、onth, which of the statements in the card is suitable to describe your possibility to purchase this product on the ad?Attitudinal Statements used in Q3 (1)Question: You said you had seen these ads. Then, which of them you feel apply to each one of the statements Ill read out to you?The ad is excitin

25、g The ad is boringThe ad is eye-catchingThe product/brand is relevant to my needsI dont like the style of the adThe ad makes me want to buy/try itThe ad doesnt do anything for meThe ad is persuasiveThe ad is fun to look atThe ad says something I havent been told beforeQuestion: You said you had seen

26、 these ads. Then, which of them you feel apply to each one of the statements Ill read out to you?Its a brand for people like meTheres something about the ad I dont likeThe ad is believableThe ad makes me feel better about the product/serviceThe ad has an important messageThe ad is entertainingThe ad

27、 is easy to understandYou couldnt fail to notice which brand the ad was forAttitudinal Statements Used in Q3 (2)Visually Prompted CardNote: Showed for Q.2aAttribute Rating CardNote: Showed for Q.3Highest Scoring AdsStronger contrasting in overall contentMore use of one main bright background and for

28、eground colourUsed brand colours more oftenMore prevalence of people and brand logos in adsExample for High Scoring AdsAds using strong contrast tend to score highlyAds using brand colours more often tend to score highlyLow Scoring AdsMixed background / foregroundLow level use of one main bright bac

29、kground and foreground colourDesigns often tend to be complex / detailedLogos too small to be visible from a distanceBrand colours not usedCreative Guidelines SummaryVisual equivalence of a “shout!Use of strong contrast in the designOne main strong, bright colour in back/ foregroundConsistent use of

30、 brand coloursPeople - particularly famous peopleSimple designBrand logos need to be sufficiently large to see from distanceReport LeafletReport leaflets with high added value will be provided to advertisers in the end of Adshel Research MonitorUsed to help our clients to evaluate the effectiveness

31、of their campaign and the improvement needed on poster creative for next campaign planningIncluding the following information Basic information on released bus shelter: city, panel size, weighed amount, duration, other supporting media, etc. Consumer research data: aided recognition ratio and the di

32、stinction among the segmented groups, scores on key attribute statements, etc. Example for a Report Leaflet(outline)The ad is eye-catchingThe product/brand is relevant to my needsThe ad makes me want to buy/try itThe ad is fun to look atThe ad is believableThe ad is entertainingThe ad is easy to understandYou couldnt fail to notice which brand the ad was forThe ad is excitingI dont like the style of the adThe ad is persuasiveThe ad makes me feel better about the product/serviceThe ad is confusingThe ad has an important messageAwareness by all people: 86% Brand: