SlideShare une entreprise Scribd logo
1  sur  15
Télécharger pour lire hors ligne
AUDIENCE FIRST:Campaign Effectiveness Research forDigital Place-Based Media,[object Object],Presented at Digital Signage Expo, Las Vegas,[object Object],February 23, 2011,[object Object],Kelly McGillivray, P.Eng.,[object Object],President & Chief Methodologist,[object Object],Peoplecount,[object Object]
AUDIENCE FIRST,[object Object],A successful ad campaign:,[object Object],[object Object]
is vying for brain “real estate”
caters to State of Mind:
hurried vs relaxed
competing stimuli
dwell time in venue
purpose (work/play)
time of day/day of week,[object Object]
WHY?,[object Object],Accountability,[object Object],Prove the campaign delivered RESULTS,[object Object],Credibility,[object Object],Remove the RISK of an unproven medium,[object Object],Differentiation,[object Object],UNIQUE interaction of audience, medium and message,[object Object]
The REAL Research Objectives,[object Object],Make me look good* (= happy client),[object Object],Make my job easier (= “no-brainer” decisions),[object Object],Help me do better next time (= fine-tuning),[object Object],*No, this doesn’t mean fudging the results,[object Object]
HOW?,[object Object],Intercept Surveys (on site),[object Object],Campaign objectives?,[object Object],What to ask? (typically 8-15 questions),[object Object],How many? (100+ samples),[object Object],Targeted or random?,[object Object],Pre and post?,[object Object],Choose representative venues,[object Object],How many? Which markets?,[object Object]
Research,[object Object],Metrics,[object Object],Gold,[object Object],Nuggets,[object Object],Compelling,[object Object],Story,[object Object]
WHAT?,[object Object],Typical measures,[object Object],Screen notice,[object Object],Brand awareness,[object Object],Ad/message recall,[object Object],Consumer behavior/preference,[object Object],Action/purchase intent,[object Object],Demographics,[object Object],Dwell time,[object Object]
SCREEN NOTICE (Averages),[object Object],[object Object]

Contenu connexe

Similaire à Audience First - Campaign Effectiveness Research For Digital Place-Based Media

The Right Tools for the Job: Designing Your UX Approach
The Right Tools for the Job: Designing Your UX ApproachThe Right Tools for the Job: Designing Your UX Approach
The Right Tools for the Job: Designing Your UX ApproachCaroline Sober-James
 
Usability Testing and QA 12 11-15
Usability Testing and QA 12 11-15Usability Testing and QA 12 11-15
Usability Testing and QA 12 11-15Shilpa Thanawala
 
Remote usability testing & the UCD Process webinar
Remote usability testing & the UCD Process webinarRemote usability testing & the UCD Process webinar
Remote usability testing & the UCD Process webinarUserZoom
 
Upa why usability shouldn't come first
Upa why usability shouldn't come firstUpa why usability shouldn't come first
Upa why usability shouldn't come firstTraci Lepore
 
Why Usability Should Never Come First
Why Usability Should Never Come FirstWhy Usability Should Never Come First
Why Usability Should Never Come FirstDavid Rondeau
 
Usability Testing Basics: What's it All About? at Web SIG Cleveland
Usability Testing Basics: What's it All About? at Web SIG ClevelandUsability Testing Basics: What's it All About? at Web SIG Cleveland
Usability Testing Basics: What's it All About? at Web SIG ClevelandCarol Smith
 
Usability Testing and QA 7-18-14
Usability Testing and QA 7-18-14Usability Testing and QA 7-18-14
Usability Testing and QA 7-18-14Shilpa Thanawala
 
Mapping the Customer Journey
Mapping the Customer JourneyMapping the Customer Journey
Mapping the Customer JourneyJennifer Ursich
 
Multivariate Testing & Conversion Tweaking - PubCon 2009
Multivariate Testing & Conversion Tweaking - PubCon 2009Multivariate Testing & Conversion Tweaking - PubCon 2009
Multivariate Testing & Conversion Tweaking - PubCon 2009Efficient Frontier
 
The twin goals of customer research: inspire designers, persuade stakeholders
The twin goals of customer research: inspire designers, persuade stakeholdersThe twin goals of customer research: inspire designers, persuade stakeholders
The twin goals of customer research: inspire designers, persuade stakeholdersRashmi Sinha
 
Conversion Summit Slides - 1 Sep 2011 - Craig Sullivan
Conversion Summit Slides - 1 Sep 2011 - Craig SullivanConversion Summit Slides - 1 Sep 2011 - Craig Sullivan
Conversion Summit Slides - 1 Sep 2011 - Craig SullivanCraig Sullivan
 
Alex wright mons_workshop_051214
Alex wright mons_workshop_051214Alex wright mons_workshop_051214
Alex wright mons_workshop_051214LeMundaneum
 
Why What You Think You Know About Design is Probably Wrong
Why What You Think You Know About Design is Probably WrongWhy What You Think You Know About Design is Probably Wrong
Why What You Think You Know About Design is Probably WrongSiteworx LLC
 
Digital Summit Dallas 2015 - Why What You Think You Know About Design Is Prob...
Digital Summit Dallas 2015 - Why What You Think You Know About Design Is Prob...Digital Summit Dallas 2015 - Why What You Think You Know About Design Is Prob...
Digital Summit Dallas 2015 - Why What You Think You Know About Design Is Prob...Mike Gilpin
 
Automotive MR and Virtual Reality
Automotive MR and Virtual RealityAutomotive MR and Virtual Reality
Automotive MR and Virtual RealityElio Dalprato
 
UserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better ExperienceUserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better ExperienceUserZoom
 
Presentation International Business School on Social Media Transformation
Presentation International Business School on Social Media TransformationPresentation International Business School on Social Media Transformation
Presentation International Business School on Social Media TransformationGianluigi Cuccureddu
 
From Questions to Confidence
From Questions to ConfidenceFrom Questions to Confidence
From Questions to ConfidenceBrent Chudoba
 
Website design--pre-testing Neuromarketing - agence de publciité Montréal
Website design--pre-testing Neuromarketing - agence de publciité MontréalWebsite design--pre-testing Neuromarketing - agence de publciité Montréal
Website design--pre-testing Neuromarketing - agence de publciité Montréalb-to-one
 

Similaire à Audience First - Campaign Effectiveness Research For Digital Place-Based Media (20)

The Right Tools for the Job: Designing Your UX Approach
The Right Tools for the Job: Designing Your UX ApproachThe Right Tools for the Job: Designing Your UX Approach
The Right Tools for the Job: Designing Your UX Approach
 
Usability Testing and QA 12 11-15
Usability Testing and QA 12 11-15Usability Testing and QA 12 11-15
Usability Testing and QA 12 11-15
 
Remote usability testing & the UCD Process webinar
Remote usability testing & the UCD Process webinarRemote usability testing & the UCD Process webinar
Remote usability testing & the UCD Process webinar
 
Upa why usability shouldn't come first
Upa why usability shouldn't come firstUpa why usability shouldn't come first
Upa why usability shouldn't come first
 
Why Usability Should Never Come First
Why Usability Should Never Come FirstWhy Usability Should Never Come First
Why Usability Should Never Come First
 
Usability Testing Basics: What's it All About? at Web SIG Cleveland
Usability Testing Basics: What's it All About? at Web SIG ClevelandUsability Testing Basics: What's it All About? at Web SIG Cleveland
Usability Testing Basics: What's it All About? at Web SIG Cleveland
 
Usability Testing and QA 7-18-14
Usability Testing and QA 7-18-14Usability Testing and QA 7-18-14
Usability Testing and QA 7-18-14
 
Mapping the Customer Journey
Mapping the Customer JourneyMapping the Customer Journey
Mapping the Customer Journey
 
Multivariate Testing & Conversion Tweaking - PubCon 2009
Multivariate Testing & Conversion Tweaking - PubCon 2009Multivariate Testing & Conversion Tweaking - PubCon 2009
Multivariate Testing & Conversion Tweaking - PubCon 2009
 
The twin goals of customer research: inspire designers, persuade stakeholders
The twin goals of customer research: inspire designers, persuade stakeholdersThe twin goals of customer research: inspire designers, persuade stakeholders
The twin goals of customer research: inspire designers, persuade stakeholders
 
Ux
UxUx
Ux
 
Conversion Summit Slides - 1 Sep 2011 - Craig Sullivan
Conversion Summit Slides - 1 Sep 2011 - Craig SullivanConversion Summit Slides - 1 Sep 2011 - Craig Sullivan
Conversion Summit Slides - 1 Sep 2011 - Craig Sullivan
 
Alex wright mons_workshop_051214
Alex wright mons_workshop_051214Alex wright mons_workshop_051214
Alex wright mons_workshop_051214
 
Why What You Think You Know About Design is Probably Wrong
Why What You Think You Know About Design is Probably WrongWhy What You Think You Know About Design is Probably Wrong
Why What You Think You Know About Design is Probably Wrong
 
Digital Summit Dallas 2015 - Why What You Think You Know About Design Is Prob...
Digital Summit Dallas 2015 - Why What You Think You Know About Design Is Prob...Digital Summit Dallas 2015 - Why What You Think You Know About Design Is Prob...
Digital Summit Dallas 2015 - Why What You Think You Know About Design Is Prob...
 
Automotive MR and Virtual Reality
Automotive MR and Virtual RealityAutomotive MR and Virtual Reality
Automotive MR and Virtual Reality
 
UserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better ExperienceUserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better Experience
 
Presentation International Business School on Social Media Transformation
Presentation International Business School on Social Media TransformationPresentation International Business School on Social Media Transformation
Presentation International Business School on Social Media Transformation
 
From Questions to Confidence
From Questions to ConfidenceFrom Questions to Confidence
From Questions to Confidence
 
Website design--pre-testing Neuromarketing - agence de publciité Montréal
Website design--pre-testing Neuromarketing - agence de publciité MontréalWebsite design--pre-testing Neuromarketing - agence de publciité Montréal
Website design--pre-testing Neuromarketing - agence de publciité Montréal
 

Audience First - Campaign Effectiveness Research For Digital Place-Based Media

Notes de l'éditeur

  1. Peoplecount, established in 1995, is an experienced third-party supplier of audience measurement and advertising effectiveness research for both digital and static outdoor advertising, place-based media and in-retail networks. We are proud to have won the 2009 MediaPost DOOH Award for Most Innovative Audience Research/Metrics System.Peoplecount is staffed with engineers, geographic information specialists, data analysts and a network of field surveyors. Clients include out-of-home advertising associations, operators of digital out-of-home advertising networks, ad agencies and retailers.Peoplecount was an integral member of the team of specialists who developed the TAB’s Eyes On Audience Ratings for traditional outdoor advertising, including digital billboards. We are currently working with the U.S. government’s Transportation Research Board to develop the Eyes On Audience Metrics model for public transit media.Visit us at www.peoplecount.biz.
  2. These are the benefits of any type of media research, whether campaign-specific or network-specific.
  3. Peoplecount’sAudienceScopesurvey packages make off-the-shelf research easy to buy. Defined by the number of questions, venues and responses, this is a quick way to build in research costs with every campaign. By adding on-site counting to the intercept survey packages, Peoplecount offers DigitalcountsExpresso, a DPAA-compliant audience metrics service. The pre-packaged, one-price solution is perfect for most place-based media networks.A full description of AudienceScope, DigitalcountsExpresso and other solutions may be found at http://www.peoplecount.biz/solutions.php. Various fact sheets and rate cards are available for downloading.