Outdoor monitoring started in 2001 and up to date it remains an exclusive service in Georgia. The project contains following aspects:
2. Outdoor advertisement audience study
3. Advertising planning and the evaluation/correction of the planned ad campaign
The monitoring process contains the volumes of advertising campaigns (brand, product category, advertiser, other). Also, during the monitoring, billboard category and the characteristics of the planned campaign are being identified. Information is updated twice a month. Information about billboards and their categories are being checked prior to launching every new wave of the study.
Potential audience study
One of the indexes showing the effectiveness of a campaign is measuring the traffic of all types of transport as well as pedestrians. Based on this index, REACH, Frequency, GRP and CPP parameters are calculated. A universal Gallop Math model is used for the study. Measuring of the traffic volume is based on 15 minute interval tests by further weighting.
The parameters obtained at research and monitoring stages give a possibility for measuring campaign effectiveness, and provide a necessary environment for campaign planning by applying the software.
Information collected by field agents is processed in special format, with following starting variables:
* Billboard category
* Billboard size
* Billboard owner company
* product category
Software package – ORS 2.0 (Outdoor Research System), Produced by IPM. It is based on experience gained in world practice of outdoor research and monitoring.
The software gives you an opportunity to apply following modules:
* Operation data
* Construction types
In addition, the software enables you to produce various tables, standardized reports and graphs.