候车亭媒体评估英文版Shelter-Evaluation(eng)

April2004ProjectSummary－ForBusShelterPre-BuyEvaluationPart1April2004OpportunitytoSee(OTS)Purpose—•Quantifybusshelteradeffectiveness,providedatasupportforbussheltermediaplanning.•Withmediaeffectivenessforecastmodel,helpclientstodeveloptheirmediaplanandsetexpectation.April2004CaratChinaWhatisOTS?OpportunitytoSee(OTS)isasurveyconductedamongurbancitizensontheirexposurepatternstooutdoorbus-shelteradvertisingmediumonmainbusroutesIndependentlycarriedoutbyResearchInternationalCovering23majorcitiesPhaseOne:GuangzhouPhaseTwo:5cities(Beijing,Shanghai,Wuhan,Nanjing,Chengdu)PhaseThree:17citiesApril2004CaratChinaOTS–ResearchObjective•Tounderstandthereachrateatvariousroadsectionsorsheltersitegroupsover2/4/6weeks•Tounderstandthefrequencyofconsumers’exposuretobussheltermedia•Tocollectdemographicinformationatvariousroadsections•ToincorporateOTSwithSealofApprovaltobuildMediaEffectivenessForecastModelApril2004CaratChinaOTS–ResearchContent•Basicinfo–theroadsectionsandbusshelterswhichtherespondentpassedbyoverthepast2/4/6weeksandthepassing-byfrequency•Demographicinfo–age,income,sex,educationbackground,jobinformation,maritalstatus,purchaseintention,etc.•Resultdata–thereachandfrequencyatvariousroadsectionsorsheltersitegroupsover2/4/6weeksApril2004CaratChinaOTSMethodology•Nature:QuantitiveResearch•Sampling:divideeachcityinto132sectionsofequalareas,eachsectionselects4samples•Interview:randomhouseholdvisit•Object:localcitizenswithintheagegroupof15-55•Quantity:500samplespercityApril2004CaratChinaQuestionnaireContent•Whichroadsectiontherespondentpassedbyoverthepast2/4/6weeks?•When?•Frequency?April2004CaratChinaOTS-QuantifyIndicators•Reachrate•AverageFrequency•OGRP=ReachxAverageFrequencyApril2004CaratChinaWhatisReach?Note:“Reach”reflectsconsumers’opportunitytoseethebus-sheltermediuminsteadofthe“reach”ofabus-shelterad“Reach”reflectsnon-repeatedexposuretobus-sheltermediumforatleastonceREACH=Populationexposedtooneparticularbusshelter/SunrainPackagewithincertainperiodTotalcitypopulationApril2004CaratChinaWhatisAverageFrequency?AverageFrequencyTotalfrequencywithincertainperiodTotalexposurepopulation=April2004CaratChinaWhatisOGRP?OGRP=Reach(%)xAverageFrequencyOGRP–outdoorgrossratingpointsPercentoftargetaudiencewhopassedbythedescribedsheltersiteatleastonce.April2004CaratChinaOTS—TherelationshipbetweenReachRateandAvg.FreqNetworkPackageNo.:GZ-12-T10Duration:2weeksReachRate:95.6%Avg.Freq:92OGRP:95.6*92=8776blue::GuangzhoupermanentresidentsYellow:Non-overlappedpopulationwhoexposedtoGZ-12-T10NetworkpackageforatleastonceDatasource:2001OTS（SCMRResearchInternational）e.g.GuangzhouAreaApril2004CaratChinaOTS—MediaEffectivenessofNetworkPackagesfor6Cities•OutdoorGRP(2week)304119453383198087765474033500288108332010002000300040005000600070008000900010000ShanghaiBeijingGuangzhouWuhanChengduNanjingTNetworkPackage(50)BNetworkPackage(30)Datasource:2001OTS（SCMRResearchInternational）April2004CaratChina96%79%74%9238460%20%40%60%80%100%BeijingShanghaiGuangzhouReach01020304050607080Avg.FreqReach（1+）Avg.FreqOTS—MediaEffectivenessofTNetworkPackagesReachRate&Avg.Freq(2week)Datasource:2001OTS（SCMRResearchInternational）April2004CaratChina95%85%85%74%49%53%8734453841730%20%40%60%80%100%BeijingshanghaiGuangzhouWuhanChengduNanjingReach01020304050607080Avg.FreqReachRateAvg.FreqOTS—MediaEffectivenessofBNetworkPackagesReach&Avg.Freq.(2week)Datasource:2001OTS（SCMRResearchInternational）April2004CaratChinaOTS—MediaEffectivenessofShanghaiNetworkPackagesReach70+Avg.Frequency（B）OutdoorGRP（C）2W（A）4W6W2W2WC=A*BSH-12-T08UP015082.688.891.911.638.43174104%SH-12-T10UP015084.889.592.113.037.33164104%SH-12-T09UP015082.688.391.010.338.33159104%SH-12-T06UP015082.888.691.412.537.93140103%SH-12-T04UP015083.390.393.611.237.03082101%SH-12-T12UP015079.487.389.712.538.43049100%SH-12-T02UP015083.791.293.410.136.43047100%SH-12-T11UP015083.589.591.69.735.9299598%SH-12-T03UP015081.389.592.111.436.1293697%SH-12-T05UP015078.988.191.611.737.2293597%SH-12-T01UP015084.489.992.19.734.5291496%SH-12-T07UP015079.487.990.811.436.5289895%SH-6-TAvg82.289.191.811.337.03041PackageCodeNumberofPanelsReach1+Indexvs.Avg(%)MediaEffectivenessEvaluationofShanghaiNetworkPackagesDatasource:2001OTS（SCMRResearchInternational）April2004CaratChinaOTS—TheFoundationofMediaEffectivenessForecastModelMediaEffectivenessForecastModelis:•ananalyzingmodelusingreach&frequencydatatoforecastcampaignresult•basedonOTS(OpportunitytoSee)researchdataandvalidatedwithourSealofApprovaldatabaseApril2004CaratChinaMediaEffectivenessForecastModel—ThedefinitionofeffectivefrequencySOAAwareness:52%WithTVsupportGRP=972.752Datasource:OTS(ResearchInternational)SOA(2001Wave4)37Siemens2118mobilephonesmediaresultinGZ01020304050607080902162840547290111134160192FrequencyReach2weeksApril2004CaratChinaOTS—Thedefinitionofeffectivefrequency•BasedonOTSandSOAanalysis,theeffectivefrequency：withTVadvertising—41withoutTVadvertising—74TVadv.Ave.GRP2weeksfreq.Yes742.341No074Datasource:OTS(ResearchInternational)SOA(2001Wave4)April2004CaratChinaMediaEffectivenessForecastModel