Kinetic view route in the overall media landscape

2013

kinetic view ROUTE in the overall media landscape Kinetic’s 5 key planning principles in using the ROUTE data •

The duration of a campaign is determined by location – different places and environments deliver coverage and frequency at different rates.

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Geography is defined by consumers – a campaign’s catchment should be defined as an audience not a physical place.

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Time and place – a campaign’s catchment can change by time of day and day of week. In turn this will influence an appropriate campaign environment.

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Audience not reached – it is important to understand who doesn’t see a campaign in order to optimise cross media investment.

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Audience as individuals – Individual OOH experiences require individual planning.

ROUTE entered our world back in February and last week 70,000 advertising sites within the nation’s rail stations joined existing figures for roadside, bus and London Underground. Following this expansion of the data set we thought it timely to examine what it offers in comparison to the audience measurement sources for other media and what its improved capabilities can add to the overall media planning toolbox.

The ways in which audience is identified, measured and evaluated vary from medium to medium and largely reflect the nature of each medium and the means by which their audiences access and consume them, both in terms of their content and the commercial messages they carry. No audience measurement system is perfect – each has its own strengths and weaknesses.

Major Audience Measurement Systems – traditional media Medium

Source

Sample Size

Claimed or Captured

Formats

Print

NRS

36,000 per wave

Claimed

260 titles

TV

BARB

11,500 per wave

Captured

280 channels

Cinema

FAME

3,000 per wave

Claimed

All cinemas

Radio

RAJAR

28,500 per wave

Claimed

300 stations

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ROUTE in the overall media landscape www.kineticww.com

ROUTE in the overall media landscape

Within a rapidly changing and digitally driven media landscape many would regard BARB as the gold standard for audience measurement; it is live and doesn’t rely on claimed consumption but is based on captured behaviours. Online audience measurement is still in its relative infancy. The metrics vary from one source to another as well as by platform, format, market, cookie type or delivery system. Even if driven by web traffic rather than audience measurement, the data is still live and certainly captured.

For a mainly passive medium, such as a poster panel, measuring simple Opportunities To See (OTS) is no longer enough. Just as claimed readership of a magazine provides no guarantee that any particular page (or ad) within an issue will actually be seen, so passing by a poster panel is no guarantee it is actually being viewed. ROUTE represents a paradigm change in the way we can now analyse audiences and their out of home behaviours. The sheer scale and scope of the ROUTE data brings additional depth and granularity to the evaluation and planning of OOH media.

The methodology behind the ROUTE data used GPS to track 28,000 individuals every second of the day for 9 days. The posters they were exposed to and how often is not reliant on claimed exposure but captured behaviour, comparable to Barb ratings or Internet clicks. By taking account of a myriad of qualifying factors, including whether the passer-by is on foot or in a vehicle, whether they are driving the vehicle or a passenger, whether the vehicle is a bus or a car, the vehicles likely speed, the direction of travel, angle to the road, etc. ROUTE is able to generate a probability of viewing that allows us to move beyond just OTS to realistic measures of net sightings. With 170 million data records and 19 billion GPS records to apply these netting down factors to, ROUTE can deliver both realistic and robust ‘net’ viewing figures.

Medium

Source

Sample Size

Claimed or Captured

Formats

OOH

ROUTE

28,000 per wave

Captured

430,000 poster sites (at present)

At Kinetic we believe these changes not only place ROUTE up there with the other gold standard sources, but should prompt a reappraisal of the value of OOH within the multi-channel media landscape. OOH’s ability to reach geographically discrete audiences, especially those who are light consumers of other media, has always been recognised if not rewarded. When allied to Kinetic’s proprietary mapping tools and Proximity Research, ROUTE allows this essential granularity to be honed to a degree that is at the very least comparable to any other traditional medium.

Many traditional media channels have found the impact of digital technology extremely challenging. Some have not only struggled to adapt to new delivery channels for their content but have also found their own audience measurement metrics lagging behind the changed dynamics of divergent and less loyal media consumers. At the same time this fragmentation of audiences has also placed a premium on understanding consumer behaviours and the times and places at which marketing messages can impact upon and influence these behaviours. ROUTE allows us to identify and track audience levels by behaviours and consumption over time but also by the specific location of individual sites. Just as online media can deliver audiences that are a collection of individuals rather than a homogenous mass, so ROUTE allows OOH audiences to be evaluated in a similar way but adding the granularity of discrete geography to the mix as well. (Try buying online by postcode).

in the overall media landscape 02 ROUTE www.kineticww.com

ROUTE in the overall media landscape

ROUTE has been created at a time when the medium itself is changing. OOH has been stimulated and energised by the opportunities that the growing penetration of mobile digital devices presents. Consumers’ ability to interact with OOH via NFC, QR codes and digitally enabled posters can only increase as 4G networks continue to roll out across the UK. The granular planning that now allows us to target them as they travel, work, relax and shop adds significant value to these interactions and to the ROI they can generate.

Together with developments within the medium itself, ROUTE is allowing OOH to keep up with trends within the broader media landscape rather than struggling in their wake and as the industry moves to fuse ROUTE data with other big data sets, the insights offered will only increase.

In order to harness the full complexity, insight and beauty of the ROUTE data Kinetic has developed a suite of bespoke tools that give our clients access from the postcode level up and against all sub-demographics, lifestyles and other media consumption habits.

Only the underwriters of ROUTE have access to the raw data and algorithms and currently only Kinetic has tools in operation using the algorithms - meaning Kinetic clients are unique in being able to fully utilise the ROUTE data.

If you want to know more about how ROUTE is already being used to optimise your campaigns talk to your Kinetic account manager for more detail.

Some fun ROUTE facts: •

The average adult sees 169 posters a week - Londoners see twice that

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We see 30% more posters on a Monday

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Men see 10% more posters than women

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Single people see 28% more posters than married people

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People in Coventry move faster than any other major city. Mancunians move more slowly than in any other conurbation

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People in Swansea see proportionately more posters on a Saturday night than any other conurbation

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in the overall media landscape 03 ROUTE www.kineticww.com