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Reach and Frequency
Proving Value For The Out-of-Home Advertising Industry
Transit Reach and Frequency Model - PRIXMedia award winner
Outdoor Advertisers confront many questions:
- Are the ads on buses and subways being seen?
- How many transit users could potentially view the ad?
- Which product reaches the right consumers on which advertising poster?
- Are these ads effective?
- Are they cost-effective?
The answers determine the strategy and effectiveness of transit advertising campaigns.
SM Research has been involved in the development of Reach and Frequency (R/F) models since the late seventies to answer these very questions. SM Research, with our partners Richard Jean and Associates (SMR-RJA) and Trusler Development Inc. has built such a transit model and program for a Transit Outdoor Operators Consortium in Canada. The program provides Reach and Frequency estimates for transit advertising campaigns to assist the Transit Consortium in marketing advertising space on buses and subways to the advertising community. The Transit program is linked to BBM RTS surveys which provide media usage and profiles of products in selected markets across Canada. This model is the basis for assigning value to transit posters in specific locations.
In 2009 Infopresse and the Quebec Media Industry recognized the value of the Transit program by awarding it the PRIXMedia award in the "Media Science Improvement" category.
SMR-RJA provides advice and counsel to the Canadian Outdoor Measurement Bureau (COMB) and numerous out-of-home advertising operators.
GPS Automobile Study
SM Research was also a lead partner in the large-scale GPS study completed by COMB to expand the understanding of automobile travel behaviour in Canada in 2006.
Click on the logos to learn more about our partners.
E-mail or contact us for more information.
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