Tracking the effectiveness of outdoor advertising

Yandex.Screens technology (now called Yandex DOOH) measured the coverage and frequency of Mazda’s outdoor advertising. 74% of the audience saw Mazda’s videos on digital billboards more than 3 times, 18% — less than 3 times, 8% — more than 20 times. The videos were mostly seen by men 25-34 years of age with average and above average incomes, and their contact with the message was generally fell within the effective frequency range. These findings made it possible to decide whether to increase or decrease frequency for each individual billboard, therefore optimizing rotation overall.

Yandex.Screens is now part of Yandex’s DOOH (Digital Out of Home) advertising with auction-based payment for thousand OTS (Opportunity to See — an assessment of the number of contacts with the advertisement). The “Outdoor advertising” ad type is available within display campaigns in Yandex.Direct.

Mazda

Case results

65%

maximum coverage, reached in 7 days

OTS

impression frequency
74% saw the ad >3 times 18% saw the ad <3 times 8% saw the ad >20 times

Client

Japanese automotive company Mazda, mazda.ru

Facts & figures

1931 founded, 65 dealerships, 45 cities in Russia

Representative

Marina Grinberg Manager, marketing communications and research

Goal

Measure the reach, display frequency, and OTS (opportunity to see) of outdoor advertising.

Tools used: Digital outdoor billboards (6×3) with Yandex.Screens (Yandex’s DOOH) audience measurement technology

Location: Moscow

Period: 14 days (January 2017)

How many people actually saw the clip?

Video ads along motorways reach a wide audience, but it is difficult to measure how effective they are as a means of coming into contact with potential customers. Data about ad visibility is gathered by the average daily reach for each construction, and these numbers are updated twice a year.

The question remained: how can we assess the performance of outdoor advertising, optimize the display frequency, and maximize reach?

Yandex.Screens measures the reach of outdoor advertising

The Yandex pilot product for measuring the audiences of digital billboard has been verified by ESPAR Analytics. Using data from drivers and pedestrians with the Yandex app launched on their devices, Yandex.Screens can determine the size of the billboard’s audience, its demographic makeup, and the display frequency for individual users for each hour the ad appears.

Using data from drivers’ mobile apps

Yandex.Screens measures the direction and speed of all Yandex app users that enter the field of visibility of the advertising material
Uses GPS data makes it possible to calculate traffic flow
Applies statistical modeling to calculate the real density of the traffic flow, including vehicles without the Yandex app active at the moment of contact.

Optimizing rotations with Yandex.Screens: high speed — low OTS

Existing measures use average speed around the city to measure audiences. When speeds are high, audience numbers increase, but OTS also drops.

Statistics for a billboard located at 176 Prospekt Mira showed that OTS was low — the large audience passed by quickly. What was the conclusion? The video ads were too short in length. To maximize reach, they needed to use longer video clips.

Slow traffic — high OTS

Low traffic flow leads to higher OTS as audiences pass by billboards at lower speeds, giving them more time to see them. What was the conclusion? During times of slow traffic flow, it’s best to rotate several short video clips.

Yandex.Screens help advertisers determine realistic measurements that they can then use to properly allocate impressions among billboards in different locations and optimize display frequency and reach.

Results

Ten-second videos rotated on billboards

The video clips appeared on 44 Gallery digital billboards (6×3m in size) over 14 days, on even days — at even hours, and on odd days — at odd hours.

In accordance with their priorities, 70% of rotations showed the MAZDA6 model

30% of rotations featured the CX–5

Yandex data paints a portrait of the audience reached

Users identified by Yandex.Screens provide the following portrait: the majority of the audience was made up by men 25-34 with average income.

Marina Grinberg

Manager, marketing communications and research, Mazda Motor Rus

Yandex.Screens made it possible to both confirm some obvious facts — contact with our audience mainly takes place on workdays — and obtain some unique data: Maximum coverage at regular frequencies was reached in the first seven days. In two weeks, we reach 65% of our audience. 18% saw our ads at least 3 times, but only 8% of the audience saw them more than 20 times. In general, the frequency with which the billboards reached users was effective.

Tracking the effectiveness of outdoor advertising

Presentation

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Case prepared in collaboration with outdoor advertising operator Gallery and the Mindshare Group Russia agency

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Begin

Tracking the effectiveness of outdoor advertising

Goal

How many people actually saw the clip?

Yandex.Screens measures the reach of outdoor advertising

Using data from drivers’ mobile apps

Optimizing rotations with Yandex.Screens: high speed — low OTS

Slow traffic — high OTS

Results

Ten-second videos rotated on billboards

Yandex data paints a portrait of the audience reached

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