Application of “OTO OOH Test On-line” conducted by Interactive Market Research Institute (IIBR), enables to determine the recognition of a given campaign. The research is a post-campaign testing conducted during the final days of a given campaign. The essential parameter of this test is the ratio of “advertisement recall supported by poster image” (recognition). Recognition informs, how many individuals remember having previously seen a given campaign, which can be interpreted as proven awareness of the campaign.

What is the relationship between estimated effect of the campaign (calculated by AMS Metrics) and proven awareness of the campaign (provided by such research as OTO IIBR)? What is the relationship between 3+ reach and recognition?

Below you will find examples of campaigns run by AMS and tested by OTO IIBR research. The comparison includes the results that could be expected when using AMS Metrics.

Whether the OOH campaign was the only activity of a brand in a given month or part of the budget comprising of a wider group of media, there is a correlation between the level of recognition ratio and the value of 3+ reach. It turns out that regardless of the campaign structure in terms of the used media types, AMS Metrics 3+ reach value of 30% and above allows estimating proven awareness of the campaign expressed by the recognition ratio at the level of 20–25%. This correlation has been confirmed by the analysis of 296 case studies from IIBR and PIT researches conducted by AMS over the past years.

NOTE: The above conclusions concern the campaigns constructed for maximizing reach. The level of recognition ratio largely depends on the quality (clarity) of the campaign layout (uncontrolled parameter).

 


 campaign: food product, 2010
duration: 1 month
cities: Upper Silesia Agglomeration, Kraków, Łódź, Poznań, Gdańsk-Sopot-Gdynia, Szczecin, Warsaw, Wrocław
media: citylight (200), 6x3 backlight (91), 8x4 backlight (34)
OOH share in media-plan*: 100%.

 campaign: pharmaceutical product, 2010
duration: 1 month
cities: Bydgoszcz, Upper Silesia Agglomeration, Kraków, Lublin, Łódź, Poznań, Gdańsk-Sopot-Gdynia, Szczecin, Warszawa, Wrocław
media: citylight (775), 18 billboard (98)
OOH share in media-plan*: 27%

campaign: food product, 2010
duration: 1 month
cities: Upper Silesia Agglomeration, Kraków, Łódź, Poznań, Gdańsk-Sopot-Gdynia, Szczecin, Warszawa, Wrocław
media: citylight (526), 50 frontlight (51)
OOH share in media-plan*: 16%

* source: Kantar Media