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THE MEDIA NOV_2018 - TMOL

RESEARCH UPDATE Scenario: 6 Sites Vs M1 Site, National Results Metrics 6 Sites National GRPs: 155 Ave Freq: 14 Reach %: 11.16% Reach: 2 686 869 Impacts: 37 197 462 Total Cost (Rate Card): R314 131.00 Cost per GRP: R2 039.81 CPT: R8.44 *based on a 4 week campaign Source: ROAD 2015, 4 week period ROAD is the science behind the billboard selcetion process, taking away the guesswork - it allows one to make informed decisions. We do still strongly recommend that site visits are done with media owners, as while size and visibility is taken into account in the research, one never knows if a tree has grown that is now obstructing the view of the board. However, the reach calculation will factor in whether there is a building or structure obstructing the view. ROAD is available through Quantum, which is an add-on package on the Telmar planning system. There are two versions of the software, which allows media agencies and media owners to either do a basic plan or to optimise media schedules giving results that show the most optimal sites for the campaign. This year we have bought on new users of the Quantum software and we continue to offer bespoke training to media agencies as well as monthly training at Telmar on the software. Bearing the above in mind, it is becoming more and more important for media owners to become members of the OMC in order to have full representation of all roadside Metrics M1 Section of Road GRPs: 24 Ave Freq: 8 Reach %: 2.94 % Reach: 706.855 Impacts: 5 658 053 Total Cost: R313 000.00 Cost per GRP: R13 608.70 CPT: R55.32 billboards in the selection process. The good old adage – out of sight, out of mind – will ring very true! The above analysis was done to prove to a client that one large site is not necessarily better than a combination of smaller sites. The OMC has structured a membership cost based on the number of billboards that the media owners hold, which makes it more affordable for smaller players to become members. We are also open to media owners forming strategic alliances/consortiums in order to amortise costs. We would also like to advise that the more members we get, the more efficient the OMC membership cost will become for all members. The hard costs for the research, supplied by Cuende Infometrics and the Quantum software, are however hard costs which the OMC has no control over. Should you be interesting in finding out more about becoming a member of the OMC, or are a media agency who does OOH planning and would like to see the research and the Quantum software, please contact us and we will be more than happy to engage with you. Trish Guilford is general manager of the OMC, a non-profit Joint Industry Committee that has been incorporated to provide buyers of out of home media with a currency and survey that allows for efficient and accurate OOH planning. She can be emailed at trish@omcsa.org.za. The Media | wagthedog.co.za P 39


THE MEDIA NOV_2018 - TMOL
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