The APG|SGA pricing system based on SPR

Contact value per advertising space

SPR+ provides transparent contact values – specifically for each individual space. The individual SPR+ contact value is thus the decisive factor in setting the prices for street and railway station panels. To arrive at this value, the number of passages by persons past an advertising space are logged and weighted using the following visibility factors: – passage angle – passage speed – time of day – clustering (no. of panels per location) – movement

SPR+ is a national mobility model including footfall for every street section in Switzerland. It takes into account how many people live in Switzerland, who they are, where they live and work, and how many of them are on the road when, where, how long and for what purpose. This mobility data for the Swiss population is correlated with all the panels in Switzerland.

For practicality, APG|SGA has grouped the contact values into six contact categories:

Contact categories

Weighted panel contacts per week APG|SGA price category Proportion of total panels offered

>240 000

Prime 160 001–240 000 1 95 001–160 000 2 45 001–95 000 3 20 001–45 000 4 <=20 000 5

2% 4% 14% 36% 26% 18%

Further factors affecting price determination

In addition to the SPR+ performance rating, three further factors determine the prices for each panel.

The demand factor considers the demand situation and distinguishes the 9 largest core cities from the other target areas. In addition, the effective demand per panel is considered in setting the price.

The format factor takes into account the size of the advertising panel and distinguishes between the 2m2 portrait format F200, the 3m2 wide format F12 and the 7m2 large format F24.

The attention factor reflects the presentation quality of the space and distinguishes between Rollingstar panels, frontlit and backlit panels and conventional poster panels.

Shopping centers, parking facilities

There are currently no individual SPR+ contact values for panels in shopping centers or parking facilities. The panels available at such locations are evaluated individually on the basis of format, footfall and location characteristics and graded according to object class.

The OOH currency: SPR+

Swiss Poster Research Plus AG is a scientific, impartial and transparent Swiss research institute for Out of Home Media and mobility. It analyses the mobility of the Swiss population and correlates this with individual panels, measuring such things as the number of opportunities to see a panel (contacts), weighted according to visibility. On the basis of the demonstrated contact values it is possible to determine the performance of an Out of Home Media campaign in advance and thus use the advertising budget optimally.

With the launch of the international study "Audience Measurement for Digital Out of Home" the integration of digital railway station and street panels in the SPR+ mobility model was completed in 2019. This allows the performance evaluation of eBoards and ePanels according to the usual standards of SPR+. The advantages of SPR+ are:

Comprehensive performance ratings: SPR+ gives complete performance ratings for Out of Home panels in the whole of Switzerland. In addition, thanks to its inter-agglomeration mobility data, the study also takes into account panel contacts for persons who commute between agglomerations.

Flexible selection of target areas: In addition to performance ratings at national level, SPR+ also offers local customers in particular the possibility to individually define target areas, providing for example performance ratings for Out of Home campaigns in freely-selected municipality constellations or in catchment areas and locations where the clients have branches.

Inter-media comparisons: Thanks to the consistent weighting of visibility factors, SPR+ gives concrete performance ratings that can be used in strategic inter-media comparisions. Since the integration of SPR+ into the inter-media study MA Strategy Consumer, the proof of poster reach and affinities for specific target groups is possible. Thus, agencies and customers get a realistic image and a useful tool for the intermedia comparison.

Further information on Out of Home performance ratings: www.spr-plus.ch

Further information on MA Strategy: www.wemf.ch/de/medienstudien/ma-strategy