1. On OOH modern research methods

2. 1947 TAB (Traffic Audit Bureau ), USA, first preliminary traffic measurements for OOH advertising estimation techniques development Brian Copland (UK): 1 st mat. model for OOH advertising frequency and coverage calculation 1952 1954 George Milhaly described the use of camera located on the advertising media for fixation of human eye 1986 Great Britain OSCAR project (Outdoor Site Classification and Audience Research). Advertising frame estimation parameters were developed for the first time 1990-2006 OSCAR project transformation into POSTAR (Poster Audience Research ) USA. Arbitron researches. GPS receivers were used in research for the first time to track the routes of people movement 2002 2004 Beginning of eye- tracking systematic researches 2013 Completion of researches within POSTAR and its transformation into Route Researches history in OOH advertising

4. 1997 August. Monitoring started in 15 cities 1998 First traffic calculations 1999 “OutdoorMonitoring” 1 st software for monitoring data analysis, beginning of the frames geocoding process 2000 “PeopleStream” population movements survey 2001 “PlaceVision” planning software 2007 “OdaPlan” software, frequency and coverage calculation 2010 Outdoor Advertising Industrial Committee (OAIC) was created 2011 OAIC has chosen the sole researcher of OOH advertising Measurements history in Ukraine

5.  Opinion polls  Calculation technique (visibility factor calculation, traffic flows mat. modeling)  Monitoring model (flows intensity estimates)  Diary panels Basic techniques

6. Flow intensity Size (long-range capability) Displacement Height Angle of turn Existence of competition and hindrances Speed limitation factors Construction type Flow intensity Size (long-range capability) Displacement Height Angle of turn Existence of competition and hindrances Speed limitation factors Construction type Allocation of objects generating traffic (residential areas, business districts, retail areas, etc.) Transport network characteristics (number and location of streets, public transport routes) Behavioral factors (population mobility, preferences when selecting routes, etc.) Media indices calculation

7. GPS

9. Route Route is the audience research body for outdoor advertising

10. Eye tracking Eye tracking or oculography — is a research technology, which identifies and records respondent’s pupil (“where the person looks” )

11. Eye tracking

12. Angled orientation = base 100% Viewing priority Viewing Engagement Viewing frequency Total factor Medium size (3-10 m sq) = basic 100% Size effect Viewing Engagement Space orientation Eye tracking

13. GPS tracking unit — data reception and transmission device for satellite monitoring of cars, people or other objects to which it is attached, using Global Positioning System for exact determination of object location GPS control

14. Fixed parameters X, Y, Z coordinates Time, date X, Y, Z acceleration Temperature Sound End of the route meters No movement meters Green Red Dark blue Blue Beginning of the route Легенда: Зеленый < 5 метров Синий 5 – 50 метров Красныйнет контакта Голубойбез движения 28 000 respondents 86 400 GPS tracks per day 19 bln GPS tracks for 4 years 2 800 000 pathways

15.  Geographic coordinate  North orientation  Size  Type (static, scrolling, digital)  Lighting (no, front, back, digital)  Distance from which one can see the frame  Address  Geographic coordinate  North orientation  Size  Type (static, scrolling, digital)  Lighting (no, front, back, digital)  Distance from which one can see the frame  Address Fixed parameters

16. Route

18. Coverage % OTS GRPs Frequency Distribution Diagramms Average frequency CPP CPT Maps Reports in form of maps and tables, XML files, PDF, PowerPoint, or e-mail

19. What for ?

20. Now we know everything about consumers. Where do they go, their world. We can tell exactly who will see OOH advertising campaign Route is funded by the members of the IPAO and Outdoor Media Centre and governed by a board of directors that has an equal representation from these groups

21. Sergey Smoliar Director of Doors Consulting research company Thank you for your attention!