Outdoor

Project purpose:

• Advertising campaigns audit
• Evaluation of outdoor advertising market size and advertising expenditures analysis

Outdoor advertising monitoring has been conducted since January 1997 in collaboration with Espar-Analytic.

Within the framework of the project information on outdoor advertising is collected in 50 Russian cities. All outdoor media are registered monthly: format, content, and location is marked on highly-detailed city maps.

All stationary billboards sized not less than 1.8*1.2m (city-format) are subjected to monitoring. Altogether TNS Media Intelligence register 22 types of outdoor advertising media excluding ones with placement time less than a month (highway banners, advertising light boxes, city posters). All outdoor advertising media in Moscow are photographed and stored in the digital advertising sample gallery.

Data processing is conducted in Moscow office where name, medium type, and occupied space is registered for each advertisement. Every advertisement, except for social and local ones, is sorted by advertiser, trademark and product class. Social advertising includes city holiday billboards (New Year, Victory Day etc.), national and city movements (against drug abuse, healthcare programmes, etc.) Local advertising is placed in one separate city district, not anywhere else, or it can be a single advertisment pointing at the near situated object.

Price for each advertisement is based on official pricelists of advertising place owners in USD excluding taxes, extra charges and discounts. This information allows researchers turning from outdoor advertising protocols to advertising expenditures analysis.

Reports on outdoor advertising are delivered monthly by 20th day for the previous month in Moscow and by 25th day in other regions. Information can be presented either in PaloMARS AdEx database or in MS Excel tables and hard copy.