The results of AMS Metrics application have been benchmarked with the research panels existing in the media market.
1. Market Interactiv Research Institute (IIBR) studies
2. Polish Outdoor Research (PBO data for AMS system)
As part of Market Interactiv Research Institute studies, AMS Metrics 3+ reach results were compared with the Recognition ratios achieved in the assessed campaigns. As it turned out, the majority of campaigns with 3+ reach ratio in AMS Metrics at the level of 30–35% (and above), achieve high results of the ratios measuring a proven recognition of a presented poster.
As part of PBO-AMS, the AMS Metrics contact values were compared to the OOH audience research conducted by PBO in cooperation with SMG/KRC (OVIM methodology). AMS Metrics determines the number of contacts at a substantially lower level than PBO results (BB12 system at AMS), which confirms the assumptions made to determine reach and audience for OOH media in AMS Metrics model are very conservative.