poc results - eng
TRANSCRIPT
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Structured evaluation of theeffectiveness of POC project
Complex quantitative research report
MarchApril 2010
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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 exposureparameters (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 byinvestigating the target audience:
(a) media expertsooh media buyers and media directors
(b) final consumers
Data collection was conducted from the fourth week ofexposure to the message (from 27th of February), two researchmodules 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 questionnaireconsisting of dedicated quantitative and qualitative components.
Sample size: 44 specialists who could provide relevant information tothe 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 thesample design; error is within 3% for 95% confidence interval;
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Attitudes and opinions about outdoor advertising
Top 3 choices from the list
N=1103 (full sample)
A2.Please completethe followingstatements that mightdescribe your view on
outdoor advertising.
Please choose the firstthree of these claims!
78,2
58,2
44,8
43,6
42,9
31,9
31,7
25,5
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
Outdoor advertising informs me on new brands or
products
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
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
Atti tudes / Opinions on outdoor
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
Unique, open answer.
Re-coded.
N=1103 (full sample)
A1.Please briefly describeyour opinion about outdooradvertising (billboards withads).
84,1
33,8
11,3
26,4
7,6
2,9
2,1
1,9
3,9
10,1
15,9
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
POSITIVE OPINION
I have a positive opi nion: 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
They are useless: wasted energy and money
I am indi fferent to them
They are too many / annoying / clutter the city / they
bother me
NEGATIVE OPINION
Opinion on Outdoor
84% of survey participants have a positive attitude towards outdoor advertising ingeneral;
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Opinion on outdoor advertising. Distribution by AGE
Unique,
open, re-coded
answer
A1. Please brieflydescribe your opinionabout outdooradvertising.
33,8
11,3
26,4
7,6
2,9
2,1
1,9
3,9
10,1
43,7
9,9
23,9
2,8
1,4
4,2
0,0
7,0
7,0
33,1
11,1
29,3
8,4
1,4
1,0
2,4
4,5
8,7
33,4
12,3
27,1
7,0
2,5
2,0
2,5
3,0
10,1
32,9
10,7
23,6
8,6
4,9
2,6
1,2
3,7
11,8
0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0
I have a positive opinion: they are useful
They are interesting
They are a source of i nformation
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 i ndifferent to them
They are too many / annoying / c lutter the ci ty / they botherme
GLOBAL 14-18 19-25 26-35 36-45
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Observation of outdoor advertising. Distribution by AGE
Unique, pre-
coded answer
A3. Regarding outdooradvertising usually youwill say ...
43,3
41,9
13,6
1,2
36,6
47,9
15,5
0,0
51,9
35,5
11,1
1,4
44,5
39,2
15,3
1,0
36,3
49,0
13,3
1,4
0,0 10,0 20,0 30,0 40,0 50,0 60,0
You notice quite a lot of outdoor ads
You notice a few of the outdoor ads
You hardly notice any outdoor ads
You do not notice any kind of outdoor ads
GLOBAL 14-18 19-25 26-35 36-45
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Observation of outdoor advertising. Distribution by PERSONAL
INCOME
Unique,
pre-coded
answer.
A3. Regardingoutdooradvertisingusually you will
say ...
43,3
41,9
13,6
1,2
40,3
43,5
13,9
2,3
42,4
43,2
13,6
0,8
44,2
42,4
13,0
0,4
0,0 10,0 20,0 30,0 40,0 50,0 60,0
You notice quite a lot of
outdoor ads
You notice a few of the
outdoor ads
You hardly notice any
outdoor ads
You do not notice any
kind of outdoor ads
GLOBAL
Low income
(< 1500 RON)
Average
income (1500- 2500 RON)
High income
(> 2500 RON)
Outdoor advertising is currently a global efficiency environment for all the groups ofindividuals.
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POC. Ability to draw attention. Distribution by AGE
Unique, pre-
coded answer. Likert
scale
76,0
5,0
2,3
5,8
11,0
63,4
2,4
4,9
14,6
14,6
77,5
4,9
1,1
6,0
10,4
76,0
5,5
2,8
6,3
9,4
77,0
4,9
2,2
3,5
12,4
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0
>= HIGH degree
Extremely low degree
Very low degree
Low degree
So and so
GLOBAL 14-18 19-25 26-35 36-45
I2. How much did overallthe POC advertise hasdrawn your attention?
please rate on a scale from -3
to +3 where:
+3 means: attract attention
and
-3 means didn't attract
attention
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POC. Ability to attract attention. Distribution by PERSONAL INCOME
Unique, pre-coded
answer. Likert scale.
I2. How muchdid in generalthe POC panelshave drawn yourattention?
please rate on ascale from -3 to +3
where:
+3 means: have
drawn attention
very much
and
-3 means: have
drawn attention theleast
76,0
5,0
2,3
5,8
11,0
72,8
6,1
5,6
5,0
10,6
78,5
3,6
0,8
5,6
11,6
74,4
6,3
1,9
6,3
11,3
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0
>= HIGH
degree
Extremely low
degree
Very low
degree
Low degree
So and so
GLOBAL
Low income(< 1500 RON)
Average
income (1500- 2500 RON)
High income
(> 2500 RON)
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POC. Action after observation
I5. Which of thefollowing statementsdescribes the bestwhat you did after
you've noticed POCcampaign?
45,7
20,8
20,6
8,1
4,8
0,0 10,0 20,0 30,0 40,0 50,0
I memorized the image and message
I searched online to find out more
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
I have followed TV and radio to find out more
POC - induced behavior
Unique, pre-coded answer.N=703 (people who have
noticed POC posters)
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POC. Notorietate publicitate stradal.
Summary
N=1103 (full sample)
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.
Spontaneous memory:Think of the messages you've seen
lately on street panels, please mention
a few.
Prompted recognition:Have you seen recently any of the following
commercials on outdoor panels?
POC campaign had a powerful impact, reaching in 5 weeks from 0 to a notoriety level that can becompared with others prestigious brands in the market.
6.00%
32.30%
63.70%
0.00% 10.00
%
20.00
%
30.00
%
40.00
%
50.00
%
60.00
%
70.00
%
Top of Mind
Spontaneous
memory
Prompted
recognition
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Conclusions. Media Experts
impact and coverage are the most important criteria used byspecialists when planning an outdoor campaign;
84% of specialists have noted that POC layout attract moreattention than the other outdoor advertising layouts;
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POC. Ability to draw attention
Unique, pre-coded answer.Likert scale.
N=38 (people who have
noticed the POC campaign)
I2. How much did ingeneral POC panelsdraw your attention?
please rate on a scalefrom -3 to +3 where:
+3 means: have drawn
attention very much
and
-3 means: have drawn
attention the least
84,2
5,3
5,3
0,0
5,3
26,3
21,1
36,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0
>= HIGH degree
Extremely low
degree
Very low degree
Low degree
So and so
High degree
Very high
degree
Extremely highdegree
POC - catching attention
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Factors that influence the decision to conduct an outdoor campaign
Top 3, choose from list
N=44 (full sample)
A2. Which of thefollowing parametersinfluence the mostyour decision whenplanning to make anoutdoor campaign?
Please sort ascending
from that that influences
the most the first place to
that that influences the
least.
.
74,3
51,8
39,5
37,7
27,0
26,8
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0
Impact
Coverage
Financial accessibility
Proximity to selling point
Maintaining awareness
Complementarities with
other media
Decisional elements
Impact and coverage are the most important criteria used by specialists when planningan outdoor campaign;
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Thank you!
News Outdoor RomaniaMarcel Iancu, Nr. 3 - 5, Sector 2
Tel : 212.13.19Fax : 212.13.48
Mobil: 0727.049.9070741.079.170
www.newsoutdoor.ro