EYES ON Impressions, or EOIs, are the new audience measurement currency for the outdoor advertising industry, replacing Daily Effective Circulations, or DECs as our core metric.
EOIs are a measurement of those who are likely to actually notice an ad on an outdoor advertising display (billboard). EOIs are available in all outdoor markets in the US, and are reported as weekly impressions. Importantly, EOIs are provided for all demographic audiences available to other media. As a measurement of “likely to see,” as opposed to simply being exposed to an ad, EOIs have actually leapfrogged most other audience measurement metrics.
If this sounds like a marked improvement in audience measurement, it would be hard to argue to the contrary, however, these EOIs have actually been available for over a year, but very few outdoor planners, buyers or direct clients have used EOIs in the outdoor purchasing process. Why? This is what we, as an industry, and more specifically Norton Outdoor Advertising have been asking ourselves. One big reason is that the data was not available to many planners, which is presently being remedied by the rollout in Nielsen/IMS planning software (it has been available through Telmar all along). Otherwise, the most readily apparent answers go something like this: Change is hard. Change is scary. The wrong changes can cost your job, while the right ones can be easily misattributed.
This applies not only to those planning or buying our medium, but equally to those of us charged with selling it. To date, the traditional outdoor advertising industry has been dumbed down to essentially commodities of 3 basic sizes: 8 sheets, 30 Sheets and Bulletins. This commoditization has made it relatively easy for the media planners and buyers, as they have been able to very quickly send a request for proposal (RFP) for, say, a #25 GRP showing of 30 Sheets (posters) for a given time frame. Each outdoor provider on the list knew how many of their displays (on average) in their market garnered a #25 GRP showing, so the whole buy-sell relationship quickly turned to a “negotiation” based on little more than price and “added value” (read: bonus), with the actual locations, if included in the proposal, serving to show coverage and possibly an average DEC. The OOH team would then sell the account team and/or the client on the outdoor program based on this information.
When the only audience currency available was DECs, this buy-sell relationship was understandable. Without demographic breakdowns available, out-of-home couldn’t fit in media planning optimizers, so we were left as a “below the line” medium. An add-on medium. An “alternative medium.” Maybe one step up from being media planning’s version of a red-headed stepchild (no offense intended to those with red hair or stepchildren). The point is we weren’t on the planning grid.
EYES ON Ratings, however, provide a new depth of information that allows us to fit into media planning optimizers, and should play a part in virtually all outdoor buys. In addition to the demographic information now available, remember that the audience delivery metrics are based on those that are “likely to see” an outdoor advertising ad, as opposed to those who are merely exposed to one, by virtue of driving by it. As stated above, this has allowed the audience delivery metrics for outdoor to leapfrog most other media.
This new measurement benchmark provides a much higher level of accountability, as media planners and buyers no longer need to A) discount the DEC counts by whatever factor they deem appropriate (This is a practice that I have never understood, unless they do the same for other media. I mean, do they really think that people pay attention to every ad interrupting their television program, especially now with DVR’s? Don’t get me started on newspaper readership claims.); B) guess the reach against their target market and C) rely heavily on the outdoor company’s familiarity with their inventory to provide showings that meet their clients’ needs.
This significant upgrade in media measurement is just in time, as the explosive proliferation of media platforms, and options within those platforms, have rendered what were traditionally considered “mass media” as niche media. The change over the past few years has been extraordinary, and it is accelerating. Media consumption is becoming increasingly mobile-based and on-demand. Also, brands can’t just talk to consumers, but rather interact with them. All of this is fantastic for OOH, as we stand as the last true mass, or “top of the funnel” medium. We have the ability to provide mass audience, as always, but we can now tell advertisers how many of “their” people will see their ads.
The use of EYES ON will surely be client driven, and exactly how it is used will evolve over time. For example, I don’t know what will come to be the standard levels for outdoor buys in the coming months and years, as #25 and #50 GRPs (daily) against 18+ have been the standards to date. I don’t even know if there will be standard levels for outdoor buys. I do believe that outdoor is in a position to be more important to advertisers and brands than ever before, and with EYES ON, we have a heck of a story to tell.
Mike Norton
EVP
Norton Outdoor Advertising
Thursday, February 17, 2011
Wednesday, February 16, 2011
The Marketing Lesson in Superstar Sports Contracts
As a Cincinnatian, I am, by birth, a Cincinnati Reds fan. As today is the day that the Reds pitchers and catchers report to spring training, baseball is at least partly on my mind. As big as pitchers and catchers reporting might be to some of us, the biggest story in baseball right now is unquestionably the Albert Pujols situation.
For those of you who aren't that into baseball, Albert Pujols is the first baseman for the St. Louis Cardinals, and has been arguably the best player in the game over the past several years. His present contract expires after this season and, as he and his agent have expressed their unwillingness to discuss a new contract after noon today (February 16, 2011), their has been rampant speculation over whether or not the Cardinals and Pujols would reach an agreement on a new contract.
As of this writing, I don't know what the final request/demand made by Pujols and his agent was, but it is believed that they were looking for a deal that exceeds Alex Rodriquez's present deal of 10 years and $275 million. It has been reported that St. Louis' offer fell short of that, both in terms of years and average annual salary.
While I understand that individual players, their agents and the players association want another contract to exceed A-Rods' contract, in order to set a new bar, a 10-year contract to a 32 year-old player, after the steroid era, is a bad baseball decision. Apart from those who are at least suspected of using performance enhancing drugs, one would be hard pressed to find players that have put up numbers anywhere close to Pujols' current production when they hit their late 30's and early 40's. It is likely that such a contract would be viewed as foolhardy in its latter years, much as A-Rod's contract is starting to be viewed now, as his production diminishes.
This is not to say, however, that the contract would necessarily be viewed as a bad business deision for the Cardinals franchise. The presence of absence of Pujols certainly would make a difference in the revenue stream and, more importantly, overall value of the franchise. Additionally, a potential chase for the home run record, which is possible, would also add value. I don't pretend to be smart enough to run a major league franchise, nor do I know what the additional reveue and/or value would be, but I have to think that this plays into the negotiations with a player of this magnitude as much as, if not more than, on-field production projections.
Albert Pujols must also consider carefully how he wants to proceed, with a careful eye on himself as a brand. One needs to look no further than LeBron James. James was the most sought-after free agent in American sports history last summer. As a superstar playing for his hometown team, he was the face of the Cleveland Cavaliers franchise, and in fact, the entire region of northeast Ohio, and many speculated that he would sign the maximum deal available, which could only be offered by Cleveland. To do so would not only garner him the most money, but also almost universal admiration for sticking with his hometown team. After months of speculations, LeBron's announcement was turned into an ESPN special dubbed, The Decision. "The Decision" turned out to be that LeBron joined the Miami Heat with 2 other superstars. LeBron was criticiezed for both the decision itself, as well as, the manner in which it was announced. This harmed his reputation, or to put it into marketing terms, the LeBron brand. Sure, he still has plenty of endorsement deals, and a few championships will likely wipe away much of the tarnish, but that would not be necessary had he handled the situation differently, thereby protecting his brand.
The point is that a brand's worth is not just tied into it's "performance," like it's pizza tastes good, it's shoes feel good or it's cars run well. It is much more about the perceived worth of the total experience of identifying with, and ultimately buying the brand's product(s) or service(s). Marketing is all about making people feel good eough about the experience that they buy into it. How else can you explain the success of Starbucks, with coffees that cost upwards of $5?
With the ability to engage and interact with consumers in so many different ways than ever before, we, as marketers must pay even closer attention to the perception of the brand with our target customers. The placement, look, feel and overall messaging of every platform must be created wiht this in mind.
For my part, as a Reds fan, I hope the St. Louis Cardinals and Albert Pujols ignore this, and Albert takes his talents to the American League, or at least out of the National League Central Division.
Mike Norton
EVP
Norton Outdoor Advertising
For those of you who aren't that into baseball, Albert Pujols is the first baseman for the St. Louis Cardinals, and has been arguably the best player in the game over the past several years. His present contract expires after this season and, as he and his agent have expressed their unwillingness to discuss a new contract after noon today (February 16, 2011), their has been rampant speculation over whether or not the Cardinals and Pujols would reach an agreement on a new contract.
As of this writing, I don't know what the final request/demand made by Pujols and his agent was, but it is believed that they were looking for a deal that exceeds Alex Rodriquez's present deal of 10 years and $275 million. It has been reported that St. Louis' offer fell short of that, both in terms of years and average annual salary.
While I understand that individual players, their agents and the players association want another contract to exceed A-Rods' contract, in order to set a new bar, a 10-year contract to a 32 year-old player, after the steroid era, is a bad baseball decision. Apart from those who are at least suspected of using performance enhancing drugs, one would be hard pressed to find players that have put up numbers anywhere close to Pujols' current production when they hit their late 30's and early 40's. It is likely that such a contract would be viewed as foolhardy in its latter years, much as A-Rod's contract is starting to be viewed now, as his production diminishes.
This is not to say, however, that the contract would necessarily be viewed as a bad business deision for the Cardinals franchise. The presence of absence of Pujols certainly would make a difference in the revenue stream and, more importantly, overall value of the franchise. Additionally, a potential chase for the home run record, which is possible, would also add value. I don't pretend to be smart enough to run a major league franchise, nor do I know what the additional reveue and/or value would be, but I have to think that this plays into the negotiations with a player of this magnitude as much as, if not more than, on-field production projections.
Albert Pujols must also consider carefully how he wants to proceed, with a careful eye on himself as a brand. One needs to look no further than LeBron James. James was the most sought-after free agent in American sports history last summer. As a superstar playing for his hometown team, he was the face of the Cleveland Cavaliers franchise, and in fact, the entire region of northeast Ohio, and many speculated that he would sign the maximum deal available, which could only be offered by Cleveland. To do so would not only garner him the most money, but also almost universal admiration for sticking with his hometown team. After months of speculations, LeBron's announcement was turned into an ESPN special dubbed, The Decision. "The Decision" turned out to be that LeBron joined the Miami Heat with 2 other superstars. LeBron was criticiezed for both the decision itself, as well as, the manner in which it was announced. This harmed his reputation, or to put it into marketing terms, the LeBron brand. Sure, he still has plenty of endorsement deals, and a few championships will likely wipe away much of the tarnish, but that would not be necessary had he handled the situation differently, thereby protecting his brand.
The point is that a brand's worth is not just tied into it's "performance," like it's pizza tastes good, it's shoes feel good or it's cars run well. It is much more about the perceived worth of the total experience of identifying with, and ultimately buying the brand's product(s) or service(s). Marketing is all about making people feel good eough about the experience that they buy into it. How else can you explain the success of Starbucks, with coffees that cost upwards of $5?
With the ability to engage and interact with consumers in so many different ways than ever before, we, as marketers must pay even closer attention to the perception of the brand with our target customers. The placement, look, feel and overall messaging of every platform must be created wiht this in mind.
For my part, as a Reds fan, I hope the St. Louis Cardinals and Albert Pujols ignore this, and Albert takes his talents to the American League, or at least out of the National League Central Division.
Mike Norton
EVP
Norton Outdoor Advertising
Monday, February 7, 2011
2D Barcodes
This has been used in OOH, as well: MediaPost: 'USA Today' Adds 2D Barcodes: http://bit.ly/fJxGGy
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