Structured evaluation of the effectiveness of POC project

Complex quantitative research report March April 2010

copyright D&D Research, 2010

Methodology. Objectives

Measure of general attitude/behavior elements towards outdoor;

Main performance elements of measure for POC: notoriety spontaneous association and the predetermined list of adjectives assessment / rejection, understanding the message exposure parameters (when, where, how often, how, etc.). assessing overall efficiency; Measurement of extensive demographic factors
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Methodology. Framework

Research structure Two separate research modules differentiated mainly by investigating the target audience: (a) media experts ooh media buyers and media directors (b) final consumers

Data collection was conducted from the fourth week of exposure to the message (from 27th of February), two research modules were undertaken simultaneously.

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Methodology. Framework (a) Media experts Semi structured interview conducted face to face (PAPI) by trained operators. The interview was conducted under a special questionnaire consisting of dedicated quantitative and qualitative components. Sample size: 44 specialists who could provide relevant information to the media industry.

(b) Final consumers Face to face structured interview conducted by operators on the field on a questionnaire designed specifically for this approach. Sample size: 1103 respondents; Sample characteristics: a nationally representative distribution, in the five largest cities of Romania (Bucharest, Timisoara, Cluj Napoca, Iasi, Brasov, Constanta), age 14-45, normal distribution by gender for the sample design; error is within 3% for 95% confidence interval;

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Attitudes and opinions about outdoor advertising

Attitudes / Opinions on outdoor Outdoor advertising informs me on new brands or products
78,2 58,2
44,8 43,6 42,9

A2. Please complete the following statements that might describe your view on outdoor advertising.

Outdoor advertising make the products / brands stand out from the crowd

Outdoor advertising reminds me of ads from TV or other places I have recently seen some truly useful ads on the outdoor panels I have recently seen some truly ingenious ads on the outdoor panels
Some outdoor ads strongly catch my attention
31,9 31,7 25,5 0,0 10,0 20,0 30,0 40,0

Please choose the first three of these claims!

Top 3 choices from the list

Outdoor ads are something I can watch when I am out in the public space There are some outdoor ads I remember from a very long time

N=1103 (full sample)

50,0

60,0

70,0

80,0

90,0 100,0

Panels are good, "useful" in certain specific life situations; Panels also act as "keep inform" consumers about what's new on the market;

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Opinions about outdoor advertising

Opinion on Outdoor POSITIVE OPINION
84,1

A1. Please briefly describe your opinion about outdoor advertising (billboards with ads).

I have a positive opinion: they are useful They are interesting They are a source of information They are impactful / catch attention They are funny / they drive away boredom They make the city more beautiful / colorful / light full
2,9 2,1 1,9
3,9 10,1 15,9

33,8 11,3 26,4 7,6

Unique, open answer.

They are useless: wasted energy and money I am indifferent to them

Re-coded. N=1103 (full sample)

They are too many / annoying / clutter the city / they bother me NEGATIVE OPINION
0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

80,0

90,0 100,0

84% of survey participants have a positive attitude towards outdoor advertising in general;

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Opinion on outdoor advertising. Distribution by AGE

GLOBAL 14-18 19-25 26-35 36-45

I have a positive opinion: they are useful

A1. Please briefly describe your opinion about outdoor advertising.

33,8 33,1 33,4 32,9

43,7

They are interesting

11,3 9,9 11,1 12,3 10,7 26,4 23,9 29,3 27,1 23,6
2,8 7,6 8,4 7,0 8,6

They are a source of information They are impactful / catch attention They are funny / they drive away boredom They make the city more beautiful / colorful / light full They are useless: wasted energy and money I am indifferent to them
They are too many / annoying / clutter the city / they bother me
0,0 5,0

4,9 2,1 4,2 1,0 2,0 2,6 1,9 0,0 2,4 2,5 1,2 3,9 7,0 4,5 3,0 3,7

2,9 1,4 1,4 2,5

Unique,

open, re-coded answer

10,1 7,0 8,7 10,1 11,8

10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0

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Opinion on outdoor advertising. Distribution by PERSONAL INCOME

A1. Please briefly describe your opinion about outdoor advertising

I have a positive opinion: they are useful They are interesting They are a source of information They are impactful / catch attention
They are funny / they drive away boredom

29,4 8,4 11,3 12,9 11,3 26,4 24,2 26,7 28,6 7,6 6,1 9,4 7,8 2,9 2,3 4,2 2,2 2,1 1,9 2,1 2,6 1,9 2,3 1,0 3,0 3,9 5,5 2,4 4,3 10,1 9,4 10,7 10,8
0,0 10,0 20,0 30,0

33,8 35,5 35,1

GLOBAL

Low income (< 1500 RON)

They make the city more beautiful / colorful / light full They are useless: wasted energy and money I am indifferent to them

Average income (1500 - 2500 RON)

Unique,

open, re-coded answer.

They are too many / annoying / clutter the city / they bother me

High income (> 2500 RON)

40,0

50,0

60,0

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Observation of outdoor advertising. Distribution by AGE

GLOBAL 14-18 19-25 26-35 36-45

A3. Regarding outdoor advertising usually you will say ...

You notice quite a lot of outdoor ads

36,6
36,3

43,3

44,5

51,9

41,9
You notice a few of the outdoor ads

35,5

47,9

39,2

49,0

You hardly notice any outdoor ads

13,6 15,5 11,1 15,3 13,3 1,2 0,0 1,4 1,0 1,4
0,0 10,0 20,0 30,0 40,0 50,0 60,0

You do not notice any kind of outdoor ads

Unique, pre-

coded answer

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Observation of outdoor advertising. Distribution by PERSONAL INCOME

You notice quite a lot of outdoor ads 43,3 40,3 42,4 44,2 41,9 43,5 43,2 42,4 13,6 13,9 13,6 13,0 1,2 2,3 0,8 0,4
0,0 10,0 20,0 30,0 40,0 50,0 60,0 GLOBAL

A3. Regarding outdoor advertising usually you will say ...

You notice a few of the outdoor ads

Low income (< 1500 RON)

You hardly notice any outdoor ads

Average income (1500 - 2500 RON)

Unique,

pre-coded answer.

You do not notice any kind of outdoor ads

High income (> 2500 RON)

Outdoor advertising is currently a global efficiency environment for all the groups of individuals.
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POC. Ability to draw attention. Distribution by AGE

GLOBAL 14-18 19-25 26-35 36-45

I2. How much did overall the POC advertise has drawn your attention?
please rate on a scale from -3 to +3 where: +3 means: attract attention and -3 means didn't attract attention

>= HIGH degree

63,4

76,0
77,5 76,0 77,0

Extremely low degree

5,0 2,4 4,9 5,5 4,9 2,3 4,9 1,1 2,8 2,2 5,8 14,6

Very low degree

Low degree

6,0 6,3 3,5

So and so

11,0 14,6 10,4 9,4 12,4

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0

Unique, pre-

coded answer. Likert scale

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POC. Ability to attract attention. Distribution by PERSONAL INCOME

I2. How much did in general the POC panels have drawn your attention?
please rate on a scale from -3 to +3 where: +3 means: have drawn attention very much and -3 means: have drawn attention the least
Unique, pre-coded

>= HIGH degree

76,0 72,8 78,5 74,4 5,0 6,1 3,6 6,3 2,3

0,8 1,9

GLOBAL

Extremely low degree

Low income (< 1500 RON)

Very low degree

5,6
Average income (1500 - 2500 RON)

Low degree

5,8 5,0 5,6 6,3

11,0 10,6 11,6 11,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

So and so

High income (> 2500 RON)

answer. Likert scale.

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POC. Action after observation

POC - induced behavior

I5. Which of the following statements describes the best what you did after you've noticed POC campaign?

I memorized the image and message

45,7

I searched online to find out more

20,8

I have asked my closed friends and family if they have seen it too I have looked around in stores to find out the product

20,6

8,1

Unique, pre-coded answer.

I have followed TV and radio to find out more

4,8

N=703 (people who have noticed POC posters)

0,0

10,0

20,0

30,0

40,0

50,0

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POC. Notorietate publicitate stradal.

POC Top of Mind:
Think of the advertising messages you've seen lately on street panels, please mention first of them that comes to your mind.

Prompted recognition

63.70%

Spontaneous memory :
Think of the messages you've seen lately on street panels, please mention a few.

Spontaneous memory

32.30%

Top of Mind

6.00%

Prompted recognition :
Have you seen recently any of the following commercials on outdoor panels?

0.00% 10.00 %

20.00 %

30.00 %

40.00 %

50.00 %

60.00 %

70.00 %

POC campaign had a powerful impact, reaching in 5 weeks from 0 to a notoriety level that can be compared with others prestigious brands in the market.
Summary

N=1103 (full sample)

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Conclusions. Final consumers

84% of survey participants have a positive attitude towards outdoor advertising in general atitudinea pozitiv general este definit prin dou dimensiuni cheie: panels are good, "useful" in certain specific life situations; panels also act as "keep inform" consumers about what's new on the market; for 44% of survey participants panels are a trigger for them to remember other advertisements for the product, seen for example on TV; 85% of respondents stated that they have notice "some" or "more" of panels with POC advertising; 64% of participants recognize the brand "POC" on the boards, out of which 87% had seen it at least once per week; 71% of the individuals that remember POC advertise have said that they enjoyed it (much and very much).

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Conclusions. Media Experts

impact and coverage are the most important criteria used by specialists when planning an outdoor campaign;

84% of specialists have noted that POC layout attract more attention than the other outdoor advertising layouts;

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POC. Ability to draw attention

POC - catching attention

I2. How much did in general POC panels draw your attention?
please rate on a scale from -3 to +3 where: +3 means: have drawn attention very much and -3 means: have drawn attention the least
Unique, pre-coded answer.

>= HIGH degree Extremely low degree Very low degree Low degree So and so High degree Very high degree Extremely high degree
0,0 10,0 20,0 30,0 21,1 36,8 40,0 50,0 60,0 70,0 80,0 0,0 5,3 26,3 5,3 5,3

84,2

Likert scale. N=38 (people who have noticed the POC campaign)

90,0

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Factors that influence the decision to conduct an outdoor campaign

A2. Which of the following parameters influence the most your decision when planning to make an outdoor campaign?
Please sort ascending from that that influences the most the first place to that that influences the least. .
Top 3, choose from list
Decisional elements

Impact

74,3

Coverage

51,8

Financial accessibility

39,5

Proximity to selling point

37,7

Maintaining awareness Complementarities with other media

0,0 10,0 20,0

27,0

N=44 (full sample)

26,8

30,0

40,0

50,0

60,0

70,0

80,0

Impact and coverage are the most important criteria used by specialists when planning an outdoor campaign;

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Thank you! News Outdoor Romania Marcel Iancu, Nr. 3 - 5, Sector 2 Tel : 212.13.19 Fax : 212.13.48 Mobil: 0727.049.907 0741.079.170 www.newsoutdoor.ro

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