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EXPLORE Welcome to Explore, our quarterly update featuring extracts from PML Group’s research service plus items of interest from home and abroad.
Issue 1, 2014
• Poster Impact Awards 2014 - The full winners list• Focus Confectionery - Topline Findings from our study of
the sweets and chocolate sector• Pepsi Max Case Study - How ooh performed for the soft
drink brand in late 2013• Eyes on the Prize - Barry Guiney of 4Impacts on eye
tracking research on Totems • TGI - ooh targets the young and upmarket• We’re not all caught in the web!
Top Recalled Campaign 2013 Gum Litter Task Force
Gum Litter Task Force has won the Grand Prix in this year’s Poster Impact awards. The campaign achieved massive levels of recall, outstanding call to action, very high understanding and excellent design ratings. It was the top performing campaign among over 1,000 campaigns researched by PML Group in 2013.
Congratulations to them and all involved in the winning campaigns, showcased on these pages.
Client: Gum Litter Task ForceMedia Agency: MediaVestCreative Agency: Focus Advertisingooh Specialist: PML
Client: UPCMedia Agency: Carat
Creative Agency: Irish Internationalooh Specialist: PML
Client: MarsMedia Agency: MediaVest
Creative Agency: Focus Advertisingooh Specialist: PML
Client: CommunicorpMedia Agency: Maxus
Creative Agency: 98FMooh Specialist: PML
Client: MondelézMedia Agency: PHD
Creative Agency: Publicisooh Specialist: PML
“The GLT campaign has achieved outstanding success and we aim to build on our fantastic results over the next campaign period. The key to our success is understanding our target audience, developing an impactful creative which is fun, engaging and easy to understand and executing it with an innovative and creative media plan which is present where the target audience is so that we drive awareness and encourage a long-term behavioural change. The role of outdoor played an integral part of both reaching our target audience and showcasing the colourful creative.” Carla Timoney, Gum Litter Taskforce Executive
Client: TelefónicaMedia Agency: MediaVest
Creative Agency: Publicisooh Specialist: PML
Client: McDonald’sMedia Agency: Mediaworks
Creative Agency: Cawley Nea\TBWAooh Specialist: Source ooh
Client: Coca ColaMedia Agency: Mediacom
Creative Agency: Publicis Client: MarsMedia Agency: MediaVest
Creative Agency: Irish Internationalooh Specialist: PML
Client: NestléMedia Agency: Mindshare
Creative Agency: Publicisooh Specialist: Source ooh
Client: DiageoMedia Agency: Carat
Creative Agency: Irish Internationalooh Specialist: Source ooh
Focus Confectionery
62% of the sample regularly purchase confectionery in
supermarkets, compared
to 40% for convenience stores
Chocolate consumption is higher among females and 15 - 19 year olds
Special offers / price promotions is the number one factor in driving purchase with taste in second place
58% of respondents say they consume chocolate a few times
per week with 34% saying the same of sweets
For a full representation on our confectionery research please contact Colum at: [email protected]
We continued our Focus research series towards the end of 2013 when we delved into the confectionery sector in Ireland. The study gauged the opinion of the Dublin population towards confectionery and to find out their perception of each of the different brands in the market. A snapshot of the findings can be seen below. For a full presentation on our Focus Confectionery research please contact Colum Harmon on 01 668 2900.
Media Agency: OMDooh Specialist: PMLCreative Agency: Irish International
“The Pepsi Max campaign objectives was multi-faceted. Not only did it need to deliver mass awareness but we also needed to capture our target audience in both grocery and convenience environments. The versatility of outdoor allowed us to effectively build our targeting layers to meet the campaign objectives. PML expertly delivered in all areas of our campaign and the results speak for themselves”Oilbhe Doyle, Account Director, OMD
“This out of home campaign really delivered on our key objectives. All the relevant measurables performed as we had hoped and the canvass of out of home also allowed us to portray the brand to maximum effect. A successful outcome all round from my point of view.”Noor Melzer, Marketing Manager Beverages, PepsiCo
Case Study: Pepsi Max
Eyes on the Prize
4Impacts introduces Eye Tracking Technology
CTO Barry Guiney discusses revolutionary face detection technology on offer by this new market entrant.
4Impacts was founded in 2013 by CEO and international rugby star Donncha O’Callaghan and co-founder Pat O’Flynn an experienced entrepreneur. We introduced digital signage in the form of 55” Totems into Dublin’s ILAC Centre last November with a potential weekly reach of 350,000 shoppers.
Enhancing the high-definition monitors built into the Totems, there is audience detection software that measures the demographic information of the people viewing the advertisements on screen.
Benefits to advertisers:
Our Totems provide the advertiser with verifiable metrics that can be used to inform on:
• Site selection and scheduling based on the availability of a particular target audience on a particular day or time of day.
• Reach of a campaign and dwell time of its audience.
• Profile of the campaign audience in terms of gender and age groups.
• Creative assessment to compare one campaign’s engagement levels to the average and to a brands competitive set.
• Real-time data that is available at the point of measurement that can trigger the playing of content specifically aimed at a particular audience.
For example, we can tell an advertiser not just how many people viewed their advertisement but also the age group and gender of those viewers as well as the length of time they spent watching the advert.
The technology:
4Impacts solution analyses in real time the data provided by a video sensor placed on top of each screen providing an analysis radius of up to 10 metres. It then uses data from this video sensor and a suite of proprietary real-time image processing algorithms to:
• Detect the presence of human faces in the digital images provided by the sensor.
• Track each detected person while they remain within the sensor’s field of vision.
• Assign a set of anonymous attributes to each tracked person, such as gender and age group information.
The data from these face detection and tracking techniques is then output as a set of audience metrics accurately measuring the audience of our digital signage network.
Metrics:
OTS:4Impacts’s OTS (Opportunities to See) measures the number of people that transit in the vicinity of each screen, independently of whether they actually looked at its content.
Viewers and Conversion Ratio:Viewers are defined as the people within the screen’s zone whose face has turned at least once towards the screen. Since 4Impacts can accurately determine the number of viewers over time, a conversion ratio can be
Eyes on the Prize
easily calculated as the percentage of OTS promoted to full-fledged viewers.
Time Metrics:4Impacts reports output two fundamental time metrics: The Session time or Dwell time measures the duration between the first moment a viewer is detected and the moment when he or she leaves the sensor’s field of vision.
The Attention time is an aggregate measure of the amount of time within a Session time in which the viewer actually looked at the screen. This figure is a compounded average of all attention times the smallest one being as short as 0.2 seconds.
Gender:Each viewer is qualified according to their gender; accuracy of gender estimation is of the order of 85% and improves with the proximity of the viewer to the sensor. In a minority of cases the system may not have enough data to make a decision and return a “gender unknown” label.
Age bracket:Each viewer is categorised according to their age. Four brackets exist; child (0-15), young adult (15-35, adult (35-55) and senior (55+).
Privacy:Consumer privacy is fully respected as the eye tracking technology converts the images data into a set of abstract numeric descriptors which constitute aggregate anonymous data. Image processing takes place in real time and at no point in the processing chain is the visual information stored or relayed elsewhere.
Furthermore, no face database based on visual characteristics is created during use either so that the system does not recognise recurring appearances of the same person. In other words, the system permanently “forgets” detected people as soon as they leave the sensor’s field of view.
For further information contact Barry Guiney: [email protected]
We can tell an advertiser not just how many
people viewed their advertisement but also the age group
and gender of those viewers
TGI - ooh targets the young and upmarket
Heavy ooh consumers tend to be younger and earn more than heavy consumers of other media - especially TV and radio – making them a good ‘fit’ with them by filling in gaps in their audience.
The average age of very heavy consumers of ooh, at 40.5 years, is over 3 years less than the TGI sample average. They are more than 11 years younger than the average for radio and newspapers and 5 years less than that of TV. Please note that these averages are from a base of adults 15+.
Average Age
20
40
60
80
100
120
140
60 80 100 120
15-2
4 >
>>>
Level 1 (Top 10%) >>>>
ROI TGI 2013 : Copyright KANTAR MEDIA 2013
Lower Level 1 (Top 10%), Higher 15-24
Lower Level 1 (Top 10%), Lower 15-24
Higher Level 1 (Top 10%), Higher 15-24
Higher Level 1 (Top 10%), Lower 15-24
Television
Outdoor Media
Radio Newspapers
Magazines
In the quad map above ooh appears in the top right hand quadrant indicating that it indexes well for 15-24s and ABs. Conversely TV, radio and press appear in the bottom left hand quadrant meaning their audiences tend not to be as young or upmarket.
Media Neutral Quintiles (MNQs) measure is a handy shortcut for spotting the most efficient media for reaching a target audience. Consumers of newspapers, magazines, television, radio, internet, outdoor and cinema are divided into equal fifths by the amount of exposure they have to each medium.
ooh targets the young and upmarket
TGI - ooh targets the young and upmarket
The average family income of very heavy (top 20%) consumers of ooh at €58.5k, is 11% above average. Conversely top 20% TV viewers average 30% below.
Average FamilyIncome
We’re not all caught in the web!
Our friends in Ipsos MRBI recently compiled the infographic below to mark the 25th anniversary of the web. Although the web has become an integral part of our lives, the evidence below suggests it is not as all-consuming as we may think.
For more information on any of the articles featured in this edition of Explore, please contact: [email protected] or [email protected]
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