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Strange as it seems to us in the advertising industry, some people simply do not watch television, some do not read daily newspapers or magazines, some do not listen to the radio. It is obvious that some people do not use the Internet. Today's society has become increasingly mobile, people spend more and more time on the road, taking as much as an hour a day traveling to work. According to the data provided by the Ministry of Internal Affairs, the number of vehicles in Croatia has increased by 58.2% from 1995 to 2000. The cost-effectiveness of advertising on television, radio, in the press and on the Internet is calculated on the basis of the number of people who have had the opportunity to see the advertisement compared against the price of advertising. For this purpose, different agencies conduct viewer, listener and reader ratings studies. The data obtained are compared with the price of advertising in a particular medium and we thus get the price per thousand persons who had the opportunity to receive the promotional message. Since 2002, together with its associates, the postering company P.I.O. has been developing the methodology and conducting research into the cost-effectiveness of outdoor advertising, and, since the beginning of the research, studies have been conducted on almost all locations in the city of Zagreb, as well as on many locations in other towns (e.g. Rijeka, Split, Osijek, Požega, Đakovo, Vinkovci, Slavonski Brod, Senj, Crikvenica and others). The development of research methodology was carried out through different sub-studies with the purpose of determining traffic dynamics throughout the day, vehicle structure at specific locations etc. The final purpose of all the studies is to obtain data on the traffic frequencies at all locations, i.e. to establish the cost-effectiveness of outdoor advertising compared with advertising in other media. For research purposes, a traffic-measuring device was constructed consisting of two parts, with each part placed on the side of the road, and the device registers the passing of a vehicle between the two parts of the device. |
Cost-Efficiency Study of Outdoor Advertising
The difference between the manual counts and measurements taken with the device has shown predictable deviations, and on the basis of multiple measurements it was possible to create a formula by which, using the device, one can predict the actual number of passing vehicles. Whole-day studies of traffic measurement followed, by which we established the daily traffic dynamics. On each location, measurements were taken throughout the day, from 6 a.m. to 6 a.m. the following day. The table below shows the total daily traffic estimates for some of the locations where the research has been conducted so far.
Thus we get the data on whole-day traffic on all locations where traffic was measured, as well as daily fluctuations in traffic, which clearly show daily maximums and minimums in traffic. Also, in order to determine the cost-efficiency of investment in illuminating the advertising surfaces, we have separated daytime from nighttime traffic. As the cutoff point for nighttime traffic, we have taken the time of sunset/sunrise, plus/minus half an hour. An interesting finding is that the traffic at all the locations measured (about a dozen key locations in the city of Zagreb) exhibits the same trend throughout the day. The obtained trend curve looks like this:
This diagram shows the following:
Traffic frequencies in other Croatian towns, except that the increase occurs somewhat earlier than in Zagreb, exhibit the same trend. The opening of a new shop and the advertising campaign which was conducted, among other methods, using jumbo surfaces was the ideal occasion to test the effects of an outdoor advertising campaign. The buyers who visited the shop filled out a questionnaire where they were asked to state how they had found out about the new shop. Based on the study, advertising values per thousand persons were obtained. The price per thousand for the press was 30.60 HRK, for the radio 1.86 HRK, for Croatian Television 4.68 HRK, for Nova TV 61.71 HRK and for outdoor advertising 4.76 HRK. In addition, the visitors' replies to the question how they had found out about the opening of the new shop were analyzed. Of all visitors, as many as 22% noticed outdoor advertisements, while 10% saw TV and press advertisements, and only 1% heard radio advertisements. In order to offer better information to its clients, and recognizing the fact that traffic is a phenomenon undergoing constant change, P.I.O. has developed a methodology for continuous traffic monitoring, by which control measurements on individual locations can be carried out within a very short period of time, and the traffic estimate data adjusted accordingly.
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