Statistical and spatial: Using Google StreetView to show what a good outdoor campaign looks like in the Netherlands
August 22, 2012
Running this link takes you to a national map of The Netherlands broken down in to 30 city cells with an average population of around half a million inhabitants. These are coloured according to the variables selected in the CAFAS reporting programme (in this example the % VAC*).
The maps shows that Leiden has a high level of coverage but Maastricht and Middleburg may be under-represented. More panels would need to be added to the campaign in these cells in order to achieve the same levels of coverage as in Leiden.
Taking this one step further, zooming in on Leiden shows the individual panels that make up a campaign. These are colour-coded according to the contractor who owns the panel with a tool-tip for ID information.
From here you can see each panel in Street View and assess the characteristics of each, ultimately offering you a comprehensive picture of a panel’s likely effectiveness…
*VAC (Visibility Adjusted Contact) in simple terms measures the number of people who actually look at a panel. Using this metric makes outdoor advertising more precise than other media that just use an OTS (Opportunity to See) figure.
Posted by Simon Perry, Commercial Director at Beacon Dodsworth.