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