Digital Media Measurement
Conference Breakout Session
4-8-2014
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Jeff Casper – SVP Operations & Measurement – TAB
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Steve Singer – President & Founder – TSG Inc.
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Eric Sherman – VP Research, Insights & Analytics –
Clear Channel Outdoor
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Matt Salem – Account Director, Perception Research
Services
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Kevin Foreman – General Manager of GeoAnalytics,
Inrix
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Mary Sheehan – Senior Director of Media Strategy and Planning –
ESPN
Tanza Bove – President – Kinetic Worldwide
Norm Chait – SVP, Director of OOH Investment & Activation – Mediavest
Ian Dallimore – Innovation & Digital Strategist – Lamar
Dave Etherington – EVP / Marketing & Mobile – Titan
Lou Formisano – SVP / National Billboard Sales – CBS Outdoor
Pat Frawley – Corporate Services & Marketing Coordinator – Adams
Outdoor
Renee Jordan – EVP / Chief Strategy Officer – Clear Channel Outdoor
Clare Marie – SVP / Director Insights – Posterscope
Kevin McCabe – Account Supervisor – Macdonald Media
John Miller – VP / Director of National Sales – Lamar
Jill Nickerson – VP / Director of Out of Home – Horizon Media
Chris Pajakowski – President Media Division – Burkhart Advertising
Christina Radigan – Director, Marketing and Communications – Outdoor
Media Group
Keith Stewart – VP – Generation Outdoor
Jack Sullivan – SVP / Director – Starcom Worldwide
1.
Understand whether digital boards are noticed
differently from standard.
2.
Understand impact of dwell time on noticing for
standard and digital inventory.
3.
Develop method for reporting ratings for a
digital ad unit (“spot”).
1.
Congestion increases noticing rate for all units.
2.
Initial noticing rate is similar for standard and
digital structures.
3.
Digital ads change and results in new
impressions.
Field Work & Study Findings
5
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Pilot: Fall 2012
Full Study Funding Approval : Conference 2013
Field Work: June – November 2013
Modeling: November 2013 – January 2014
Implementation: December 2013 – March 2014
Release: May 2014
Speed and Ad Opportunities
7
1
Ad
Opportunities
/Person /Pass
60
mph
1
30
mph
1
15
mph
1
8
7
6
5
4
3
2
1
Ad
Opportunities
/Person /Pass
60
mph
2
30
mph
4
15
mph
8
TAB had partnered with PRS several times in the past utilizing PRS’ eyetracking expertise for:
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Pre-recorded and live pedestrian subway, bus, and sidewalk routes
Pre-recorded drive environments
Virtual drive environments
A live route piloting the most recent research

PRS Mobile Eye-Tracking records respondents’ viewing patterns and noticing with
OOH Billboards as people drive along a specific route.

Respondents wear a specialized set of eye-glasses (pictured below) and are free to
move about nearly any environment.

In addition to quantitative metrics such as noting percentage, revisits etc., visual
outputs including heat maps and scan path viewing patterns can add to the analytical
process.
This study delivered quantitative noting levels on digital versus standard boards
under two distinct traffic conditions – in Atlanta and Dallas.
 PRS recruited 300 respondents to wear PRS Mobile Eye-Tracking glasses while
being driven on a predefined route by professional drivers.
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Each car was equipped with a GPS unit and dashboard mounted GoPro camera.
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Respondents were screened for regularity in their driving habits.
The respondents were equally divided between the Atlanta and Dallas markets, and
further equally divided between “Rush Hour” and “Non Rush Hour”.
A relaxed atmosphere was fostered in the car (radio if desired, causal talk with driver).
14
•
•
•
•
•
300 respondents
277 hours of drive time recorded
21,018 ad opportunities to see
9,525 ads seen
31,193 total notings
15
Digital Bulletin
Bulletin
Poster
Digital Bulletin
Bulletin
Poster
Read
Size
Distance
VAI
Dwell Time
Angle
Other
* The new variable called Dwell Time is calculated for each hour of the week
for each board
18
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Congestion
• Speed
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Maximum Noting Distance
• Board Size
 Larger boards can be seen from longer distances.
• Road Type
 The physical form of a limited access road facilitates a
longer viewing distance than local roads.
• ~350 person venture-backed firm in Seattle, WA
• 100+ million vehicles/devices providing anonymous GPS speeds every 15
seconds
• Licensees include: Auto, Fleet, Dept. of Transportations, Media and Mobile
Over 100 million vehicles and devices reporting every
15 seconds
22
Vehicle Speed by Hour
Monday
Limited Access Highway – TMC 106N05087
70
60
Speed (mph)
50
40
30
20
10
0
12 1 AM 2 AM 3 AM 4 AM 5 AM 6 AM 7 AM 8 AM 9 AM 10
AM
AM
11
AM
12 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM 8 PM 9 PM 10
PM
PM
11
PM
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Overall, entire TAB inventory shows a moderate
increase in impressions
Increase in audience delivery is greatest where
speed drops dramatically
Impact on Impressions
Local Road
Small Format
No Congestion
• Shorter Dwell Time
• Fewer Impressions
Larger Road
Large Format
• Longer Dwell Time
Heavy Congestion
• More Impressions
24
1
Ad
Opportunities
/Person /Pass
60
mph
Structure Gross
Imp.
per 1,000 Person
1
550
30
mph
1
600
15
mph
1
650
8
7
6
5
4
3
2
1
Ad
Opportunities
/Person /Pass
Structure
gross Imp.
per 1,000
persons
8 Spots in
Rotation
Impressions
per spot
60
mph
2
640/8
80
30
mph
4
1,320/8
165
15
mph
8
2,720/8
340
Standard Bulletin – Low Congestion
Reference
Congestion
Digital Bulletin – Low Congestion
Reference
Congestion
12 2
4
6 8 10 12 2 4
6 8 10
AM AM AM AM AM AM PM PM PM PM PM PM
Standard Bulletin – Heavier
Congestion
Reference
Congestion
Digital Bulletin – Heavy Congestion
Reference
Congestion
12 2 4
6 8 10 12 2
4 6 8 10
AM AM AM AM AM AM PM PM PM PM PM PM
Average Structure Gross Impressions
Existing vs Enhanced Ratings
102,961
120,000
100,000
80,000
82,822
+24
63,042
61,921
60,000
40,000
+3
20,000
0
Existing
Enhanced
Posters
Existing
Enhanced
Digital Posters
Average Structure Gross Impressions
Existing vs Enhanced Ratings
600,000
507,316
500,000
+90%
400,000
267,122
300,000
200,000
175,178
142,164
+23%
100,000
0
Existing
Enhanced
Bulletins
Existing
Enhanced
Digital Bulletins
Digital Inventory
Standard Inventory
Each Spot in
Rotation Reported
Separately*
One Spot
Reported
*Number of spots and length will be reported by board
31
Outdoor: 4.1%
Source: eMarketer
“Measurement is
the biggest issue
that will influence
the rate of growth
for multi-screen
advertising”
Suzanne Grimes
President & COO
More. Better.Faster.
In God we trust.
All others bring
data.
-W. Edward Deming