Maiden Unveils Media Measurement Tool For Supermarkets
Maiden Outdoor has launched an audience measurement system for poster panels at major supermarkets, in a move that will bring a new level of accountability to the sector.
The cover and frequency system, which Maiden has taken two years to develop, is intended to provide media planners with a currency for defining audiences in a sector of outdoor advertising not currently covered by POSTAR.
It will not only measure the number of individuals a campaign can reach, but will define who they are and how many times they have seen the posters. It will also calculate total impacts and cost per thousand.
The system will initially provide data for the store groups where Maiden has posters – Asda, Safeway, Somerfield/Kwik Save and Morrisons – which together represent 66% of supermarket 6-sheet panels. However, it will be introduced to other outdoor media sectors, such as shopping malls and railway stations, later this year.
Commenting on the initiative, Ann Jonas, Maiden Outdoor’s marketing director, said: “We’ve frequently proved the short-term value of this medium in sales increases, now we can start to demonstrate the potential for long-term branding benefits of supermarket advertising.”
In the past the industry’s main resource has been the transaction numbers provided by supermarket groups, which do not correlate with the traditional media currency of cover and frequency.
Supermarket advertising looks set to expand significantly over the coming months and The Media Vehicle, one of the UK’s largest supermarket media contractors, claims that the sector is attracting an increasing number of premium advertisers eager to target consumers in a brand-centric environment (see Feature: It Pays For Brands To Shop Around).
Maiden: 020 7838 4000 www.maiden.co.uk
Recent Outdoor Stories from NewsLine Maiden Awarded £1.8m Railway Advertising Contract Audi Launches Biggest Ever Outdoor Ad Campaign JCDecaux Promotes New UIP Movie With Sonic Bus Shelters
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left