| |
 |
Joint National Outdoor Research Arrives in Northern Ireland
click here 
|
23rd Outdoor Advertising Awards recognises excellence in media planning and poster design.
click here
|
OMA 23rd Outdoor Advertising Awards
click here
|
OMA Codes of Practice for Alcohol Advertising on Outdoor October 6th 2008
click here
|
Year on Year Spend Comparisons
click here
|
Creative Excellence Shines at the OMA Outdoor Advertising Awards 2007
click here
|
JNOR NI Project Begins
click here
|
Updated OMA terms and conditions
click here
|
Titan Worldwide Join the Outdoor Media Association and Joint National Outdoor Research Project
click here
|
Joint National Outdoor Research – Simply Explained
click here
|
Joint National Outdoor Research to launch on 27 September 2005.
click here
|
Wide Recognition of Creative Excellence
click here
|
|
 |
|
| |
| Joint National Outdoor Research – Simply Explained |
The Joint National Outdoor Research project “JNOR” is the result of a significant investment in time by Ireland’s Outdoor advertising industry, representatives from media agencies, the Association of Advertisers in Ireland (AAI) and the Institute of Advertising Practitioners of Ireland (IAPI). Alan Cox (Carat Irl), Michael Caraher (AAI), Mark Lynch (Vizeum and IAPI), Ann-Mari Simonidis (IAPI) and Murrough MacDevitt (Independent Chairperson) participated substantially in the JNOR Committees.
BACKGROUND TO THE PROJECT
Following market research to understand the requirements of Ireland’s advertising community, JNOR was developed to provide audience delivery data for Outdoor advertising campaigns. JNOR will be at the fore of research globally by providing Irish media buyers with access to net audience delivery figures and for multi-format Outdoor Advertising campaigns.
FIELDWORK
Two research programs were undertaken and joined together to calculate who is reached by a campaign of posters. The first program is a travel survey to determine the journeys and routes of a representative sample of the population. The reliability of the survey is based on the total number of passages made past posters, not just on the total number of respondents. The survey recorded 623,000 passages over period of 8 months (to April 2003) from a sample of 2400 people.
The second program is a classification and traffic allocation system for every poster included in the research system. The database was audited in 2004 and 2005 and will be updated quarterly.
REDUCING "OPPORTUNITY TO SEE" TO "LIKELIHOOD OF SEEING"
To provide a measure of the ‘eyes on advertising’ and not the outdoor medium, JNOR applies adjustment factors for visual distractions, illumination, visibility distance, panel size and orientation. In addition, seasonality is taken into account as affecting visibility in relation to sunrise / sunset times as well as traffic flows.
EYE MOVEMENT STUDIES
Visibility Studies were carried out with the help of Dr Paul Barber of Birkbeck College at
London University. Their aim is to evaluate how people actually look at particular kinds of panels in different situations. He conducted carefully controlled eye camera experiments where people viewed numerous scenes and different poster layouts. The resultant 62,782 eye fixations were analysed against the known locations of the posters in the scenes. The respondents played one of three roles - driver, passenger or pedestrian. Respondents were not informed that the study concerned Out of Home advertising in order to replicate actual behaviour.
An in-car study recording eye movement while driving was used to confirm the findings. Non roadside poster environments were correlated in eye movement recording with an active search task for pedestrians. This visibility model estimates the probability of an OTS being converted to a contact for every poster in a campaign.
A further model was created to ascertain the encounter rate between buses,
pedestrians and drivers throughout the week in Dublin. Approach and dwell times at junctions, walking and vehicle speeds were studied by Quota Search in the Dublin Plus area.
Government data was used from the Population census, National Roads Authority, Dublin Transportation Office and Dublin City Council.
COMPUTER BASED PLANNING TOOL
Terry Buckley OMA President says, “JNOR offers a computer based planning and analysis tool to access net audience figures across multiple advertising formats in retail, transit and roadside environments. These models used in JNOR provide the basis for future research in Europe and Australia. Such common ground could prove useful for Pan European data comparison.”
THOSE INVOLVED
Avenue Media, Clear Channel Ireland, JCDecaux, Poster Management Ltd, Posterplan, Posterscope and Viacom Outdoor have funded the JNOR research project. Alan Cox (Carat Irl), Michael Caraher (AAI), Mark Lynch (Vizeum and IAPI), Ann-Mari Simonidis (IAPI) and Murrough MacDevitt (Independent Chairperson) participated substantially in the JNOR Committees. The project was coordinated by Su Duff (Outdoor Media Association) with Neil Eddleston and Simon Cooper who are developing similar research in the UK and Europe.
The travel survey questionnaire, example results and further background or technical information is available on www.jnor.ie which launches on 27.9.05.
Contact Details –
Launch photographs to accompany this release will be sent by Jason Clarke Photography after the event. Additional images can be acquired from Jason Clarke Photography Tel 01 6607938.
Outdoor Media Association
Tel 01 2016760
info@jnor.ie
27 September 2005
-ends-
|
| |
|
|
|
|
|
|
|
|
|
|
|
|
