Marketers are always concerned about the actual reach of their campaigns. With justification required for every dime of marketing spend, outdoor media's gross audience numbers don't accurately depict the true audience of different outdoor formats and aren't easily compared to other media measurements. The bottom line? They don't fit in with multimedia planning systems.
It's costly and difficult to support an accurate sample size of respondents for even medium sized markets. A couple of years back, Eyes On identified and took the initiative of moving away from the 'Likely-to-See' measurement of audiences to an actual measure of the commercial audience.
This article in the New York Times, however, discusses taking the approach one step further by using cameras embedded in outdoor media fixtures to track gender, approximate age and in some cases, ethnicity, and then modify ads accordingly.
Of the utmost importance however, will be the ability to identify the true demographic information, campaign effectiveness and reach of ad campaigns.
Talk about engaging the consumer...
No comments:
Post a Comment