Out-of-home advertising

Project Director

Patricia SCHULTZ

Currency Study

A new study is under deployment by Ipsos. CESP already audits the fieldwork and supports Affimétrie in the set-up phase. Previously CESP continuously monitored the Affimétrie surveys conducted by the BVA institute. These surveys are benchmark studies that measure Out-Of-Home advertising audiences in France at the national level. They allow for daily measurements of the travelling habits of the panellists according to well-defined criteria in order to produce audience estimates.

FIND OUT MORE ABOUT OUT-OF-HOME AUDIENCE MEASUREMENT

Colleges

Chair of the out-of-home college

Alban Duron

Marketing Manager JC Decaux

Next College

A new date will be communicated shortly

Agenda :

  • To be communicated at a later date

Previous
College

April 2019, 16th

Agenda :

  • Presentation of the results of the pilot on the new Affimétrie out-of-home advertising audience measurement
  • Audit of out-of-home audience measurement models: presentation of the methodology developed by the CESP
  • Time to discuss your expectations

(MEMBERS ONLY)

Ad hoc audits

CLEAR CHANNEL

PERFORMANCE OF ADVERTISING DISPLAY NETWORKS

Several years ago, Clear Channel introduced systems to calculate audiences for advertising display networks that are present within shopping centres in France and also outside them in car parks. This measurement system was developed by SIMARIS. Clear Channel wanted the validity of its procedures to be recognised by the advertising industry and so asked CESP to examine its research and statistical tools in order to evaluate them and, where appropriate, to suggest improvements.

The CESP audit focused on evaluating the method of audience measurement at airports. CESP’s main task was to check the relevance of the methodology and the reliability of the results.

JC DECAUX AEROPORT

MOBIGARE

MEDIATRANSPORTS (MOBIGARE AND MOBIMETRO)

Médiatransports asked CESP to audit its systems for measuring the performance of the advertising display networks in the RATP rail network (digital displays present in 100 stations out of 575).

Médiatransports asked CESP to audit its systems for measuring the performance of the advertising display networks in the RATP rail network (digital displays present in 100 stations out of 575).

MOBI METRO