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THE MEDIA NOV_2018 - TMOL

RESEARCH UPDATE Valuable insights that prove OOH acco untability While media owners weigh up the pros and cons of becoming members of the OMC, current members enjoy being able to make sound recommendations, giving accurate reach and frequency figures and providing optimised schedules for clients. By TRISH GUILFORD. In an age where being able to justify your media types through reliable and sophisticated research is so critical, I find it quite bizarre that the Out of Home Measurement Council (OMC) doesn’t have substantially more members. There are currently five: JCDecaux, Primedia Outdoor, Outdoor Network, AdOutpost, and Brand IQ. We have a handful more, each at different points in the process of signing up, and hopefully by the end of 2018 we will have another two media owners on board. Based on the holdings that the current members have, we are happy to report that we have over 7 500 roadside billboards loaded into the ROAD research. Even with the limited number of members, the OMC’s ROAD research is definitely gaining traction in the market and we are seeing more pressure from clients and media agencies on the media owners to become members. The current five members account for close to 70% of all roadside billboards situated in Urban Primary areas (excluding rural) as classified by Outdoor Auditors. GP: GUIDELINES ( 4 week campaign) SITE TYPE: SMALLER THAN 36m Clients and agencies want the ROAD data While media owners weigh up the pros and cons of joining, our current members are enjoying being able to make sound recommendations, give accurate reach and frequency figures and provide optimised schedules for clients. We believe that those media owners who are not members should be asking themselves how much business they can retain if they become members, as well as thinking about how much more business they will acquire. It is important to note that many media agencies and clients are sending out briefs that specifically state that “unless you have ROAD data, please do not submit your recommendations”. The ROAD research is justifiably the most advanced research available in South Africa and the results truly allow roadside billboards to be comparable with all other media types. Long gone are the days of guessing how much budget should be allocated for good billboard coverage. A media strategist, along with the OOH department, can spend the same amount of time on out of home planning as he or she spends on TV, radio and even digital. However, with the ROAD research, your time allocation to out of home is probably halved as it is now possible to do a plan giving a good indication of what types of sites you require to achieve your objectives. One can easily set media objectives and get indicative budgets as the OMC has gone as far as formulating planning guidelines by province, which will assist media strategists with their budget allocations. The following example is for Gauteng, based on All Adults. We worked out the media metrics based on popular number of sites, and briefs received. This example gives guidelines for billboards that are smaller than 36m². We have also created guidelines for billboards that are 36m² or greater. UNIVERSE 10.1m 10.1m 10.1m 10.1m REACH % 64.7% 55.9% 39.1% 27.7% REACH 000’s 6.6m 5.7m 4.0m 2.8m GRPs 1 449 1 130 632 382 IMPACTS 146.9m 114.6m 64m 38.7m FREQUENCY 22 20 16 14 CPT (impacts) R4.82 R3.36 R2.45 R1.61 CPT (reach) R107.97 R67.90 R39.54 R22.25 CPP R488.73 R340.50 R247.78 R163.35 Source: ROAD 2015/16/17SM It is much quicker to do an out of home plan compared to a TV or radio plan. Long gone are the days of having to call for hundreds of available sites and sifting through these to make your decision of which billboard to take, although sadly many agencies still work this way. P 38 The Media | wagthedog.co.za


THE MEDIA NOV_2018 - TMOL
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