Working with Intervista: DOOH performance values
Working with Intervista: DOOH performance values
Intervista was founded in 2010 and is a full-service institute for high-quality, individual market research solutions focussing on quantitative and qualitative online research. Intervista offers complete solutions from a single source and creates reliable bases for decision-making through many years of experience, sound methodological knowledge and the use of modern technologies.
The complete Livesystems digital out-of-home (DOOH) inventory is being measured in a new way.
Performance data is collected twice a year to ensure that it is up to date. Measurements are taken in spring and autumn of the relevant year. The two most recent measurements are added together in order to obtain a longer observation period.
Data is collected twice a year over a period of six weeks.
The advanced measurement method that is used is based on smartphone geolocation tracking. This involves monitoring the geographical location of panellists’ smartphones within the Intervista footprint panel. Livesystems screen impressions are measured using beacons and measured mobility data.
Model description
Data is based on geodata, sensor data and beacon interactions. In addition, the geographical orientation of a screen, the screen operating time and data regarding public transport stops including timetable enquiries is also determined for classifying transport operators. Additional data relating to surrounding Swisstopo buildings is also consulted.
The panel consists of 2,927 participants.
55,376 measured impressions were generated from Livesystems screens in public transport, at gas stations, at post office branches, at migrolino convenience stores and via Cityscreens.
Reach structure describes the development of net impressions over the selected time frame. The metric is used for checking whether the applied budget and products have reached the total net impressions that were requested and illustrates the concrete structure of net reach.
For gross values, net values and gross rating point (GRP), a statistically relevant statement can be established starting from a 2% net reach in relation to the total population of Switzerland. A statistically relevant statement concerning the demographic characteristics of net impressions can be established starting from a 5% net reach.
There are two types of visibility weighting. The visibility weighting describes how likely it is that an impression will lead to the person actually engaging with the displayed advert. The visibility weighting has been developed by Intervista and is closely based around the already established SPR+ formula.
These visibility weightings are used to assess how likely it is that a gross impression will lead to the person effectively engaging with the advert. This can then be used to calculate effective net impressions.
For all types of inventory (excl. Cityscreens), the daily price is calculated as follows: gross impressions per day x average CPM/1,000. The average cost per mille (CPM) reflects the fact that, within a campaign, an inventory can be booked for several different contexts. Depending on the total gross performance of a campaign, a different CPM is applied (please see CPM).
The prices for Cityscreens are calculated as daily prices. These are set out based on impression categories.
These terms refer to the frequency (in minutes) at which the advertising material is displayed on the DOOH screens. The values vary according to the environment.
Example: Public transport: for a “regular” advert, the advertising material will be displayed on the screen every 12 minutes.
| Environments | Regular | Strong | Strong+ |
|---|---|---|---|
| Public Transport | 12 min. | 8 min. | 6 min. |
| Gas Station | 5 min. | 3 min. | 2 min. |
| City | 2 min. | 1 min. | - |
| Retail (post office branches) | 4 min. | 3 min. | 2 min. |
| Retail (migrolino convenience store) | 2 min. | 1 min. | - |
A distinction is made between national, regional and local in order to determine the gross CPM.
It is important to note that CPMs do not apply to Cityscreens, as these are based on a different pricing model (fixed price per day).
It is important to note that CPMs do not apply to Cityscreens, as these are based on a different pricing model (fixed price per day).
| Environments | National | Regional | Local |
|---|---|---|---|
| Public Transport | CHF 9,50 | CHF 11,50 | CHF 13,50 |
| Gas Station | CHF 24 | CHF 28 | CHF 33 |
| Retail (post office branches) | CHF 17 | CHF 19,50 | CHF 22,50 |
| Retail (migrolino convenience store) | CHF 17 | CHF 19,50 | CHF 22,50 |
| Environments | National | Regional | Local |
|---|---|---|---|
| Public Transport | Starting from 500,000 gross impressions | If a sales territory or an entire sales zone has been selected and the gross contacts are lower than for the CPM National. If the gross contacts reach the level of the CPM National, this is applied. | Si le créneau horaire ou une entreprise de transport/un site a été sélectionné et que les contacts bruts sont inférieurs au PMC national. If the gross contacts reach the level of the CPM National, this is applied. |
| Gas Station | Starting from 150,000 gross impressions | ||
| Retail (post office branches) | |||
| Retail (migrolino convenience store) |
The Inventory Finder is a Livesystems planning tool for DOOH campaigns. Its purpose is to provide those carrying out the campaign with an overall picture of the DOOH inventory and to give them a significant level of independence and flexibility. The Inventory Finder can be used to independently compose a DOOH advertising campaign including performance values and target group insights in just a few clicks.
Firstly, you need to add your DOOH plan to your shopping cart. In your shopping cart, select the “Share selection” button. You will then receive a link which you can copy and send to your colleagues. This allows you to see your selection immediately. Every user with this link can then consult the DOOH plan.
Firstly, you need to add your DOOH plan to your shopping cart. In the shopping cart menu, click on the “Receive offer” button. After filling out the form, your request will be sent directly to our team. Soon after, your DOOH plan offer including prices will then be sent to you per e-mail.
In the future, there will be a log-in area on the Inventory Finder. It is possible, from a technical perspective, for Livesystems to activate individual user accounts so that users are able to directly book their DOOH plan. At the same time, it will still be possible to place programmatic inventory bookings. Are you interested in exploring a programmatic solution? Contact our team today to set up a tailored deal by e-mailing sales@livesystems.ch. .
In the filter section, under the “Regions” collapsible menu, you can select any combination of WEMF economic areas. You can also further refine your search within the individual economic areas.
“Environments” refers to the various environments in which Livesystems provides DOOH screens. Those carrying out a campaign have the option of broadcasting an advertising campaign within all environments or selecting specific environments. Has a study found that your target group can primarily be reached when on public transport? Then “Public transport” is the best environment for you.
In the filter section, under the “Environments” collapsible menu, you can select any combination of environments.
Networks function across products and represent a specific pre-selection. The Top 100 Network, for example, is a selection of the top 100 performing DOOH placements in Switzerland. This pre-selection should make planning your campaign easier.
In the filter section, under the “Networks” collapsible menu, you can select any combination of networks. You can then add your selection to your shopping cart, and, from there, it will be shared with your stakeholders.
In the filter section, under the “Restrictions” collapsible menu, you can select any combination of restrictions . Please note that, in this case, the logic behind filtering is reversed. If no options have been selected, the whole inventory will be displayed, irrespective of whether or not there are restrictions. If you select a restriction, then any inventory that is subject to these restrictions will be removed.
On the map, you will find an eye icon. If you click on this icon, the inventory will be either displayed or hidden. Unselected inventory will be shown as grey pins on the map of Switzerland.
You can add inventory to your shopping cart by clicking on the green shopping cart icon in the middle of the page. You can find this directly above the displayed results. Clicking on the green icon adds selected inventory to your shopping cart.
Alternatively, any inventory can be added to the shopping cart using the detailed view.
You can remove inventory from your shopping cart by clicking on the red shopping cart icon in the middle of the page. You can find this above the displayed results. Clicking on the red icon removes selected inventory from your shopping cart.
Alternatively, any inventory can be removed from your shopping cart using the detailed view. You also have the possibility of removing inventory from your shopping cart by using the shopping cart view.
Above the results view, you have the option to sort results. You can sort results according to WEMF regions/price and environment or product.
In your shopping cart your will see a “Performance values ” tab. Selecting this tab takes you to the “Performance values” view. In this category, you will find all performance-relevant data (gross and net reach, GRP, OTS, reach in %) for your DOOH media plan. In addition, you will also find various information relating to the target group.
Yes, there is a zoom icon inside the map (square) that you can use for this. Clicking on this icon will set the map to full screen.
To go back to the regular view, you can select the minimise icon on your full-screen view.
Yes, in the shopping cart section, you have the option of downloading the DOOH plan as an Excel file.
Yes, images will also be exported. These will be exported as Livesystems network URLs which you can then use.
Performance values can also be exported to Excel by using the “Performance values” tab. Graph values have been developed so that these can be quickly displayed as a graph using the Excel chart function. You also have the option of directly downloading the graphs in a graph format.
This option is available in the Inventory Finder. You can download this information by clicking on the download icon next to the relevant graph.
In order to comply with the minimum statistical requirements, the gross value for individual inventory cannot be displayed. For this reason, gross values for individual inventory are displayed as impression categories in the Inventory Finder.
The average daily price is calculated as follows: price = average impression category value × average potential CPM/1,000.
This reflects the fact that the inventory can be booked for several different campaign contexts and that different CMPs will be used.
These two options are essentially there to provide you with a better overview of your selected DOOH inventory.
By choosing “Show shopping cart”, you will find the inventory that you have just selected. On the other hand, selecting “Show results” will allow you to see the filters that are currently being used.
Data protection is of the utmost importance for us. Each panellist has granted their explicit permission to use their mobility data.
All data is processed anonymously meaning it is not possible to trace data back to individuals from the panel. Livesystems complies with the Swiss Federal Data Protection Act (FADP) and the European Union’s General Data Protection Regulation (GDPR) data protection laws.
Glossary of key DOOH media campaign planning terms
“Gross impressions” refers to all impressions that the selected advert has the potential to achieve within the selected time frame. Multiple impressions are possible.
“Net impressions” refers to all impressions that the selected advert effectively achieves within the selected time frame. Each impression is counted once, multiple impressions are not taken into account.
The proportion of net impressions (in %) in relation to the total population of Switzerland.
Calculation:
net reach (absolute)/total potential (absolute) × 100
Opportunity to see (OTS) is a measure of frequency. This metric shows, on average, how often a person comes into contact with the advertising campaign.
Calculation:
sum of all impressions (gross impressions)/net reach (absolute)
Gross rating point (GRP) represents the gross reach of the selected inventory within a specific target group (in this case all net impressions) as a percentage.
Calculation:
OTS × net reach in %
Gross CPM shows the gross cost needed to generate 1,000 impressions within a campaign.
Calculation:
gross CPM = gross cost/gross impressions x 1,000
Net CPM shows the net cost needed to generate 1,000 impressions within a campaign. In comparison to gross CPM , this value takes into account discounts.
Calculation:
net CPM = net cost/gross impressions x 1,000
Cost per point (CPP) expresses how much a GRP costs in relation to the net price.
Calculation:
Net cost/GRP
“WEMF areas” refers to the grouping of communities into self-contained economic areas where people live, work and spend their free time done by the Swiss media usage collection agency (WEMF). For communication planning purposes, the WEMF areas aid in planning the approach to target groups within the relevant regions.
All information is without guarantee and subject to change without notice.