How will Ipsos's measurement technology work and what will it bring to the industry?
This December, research company Ipsos announced the launch of its Out-of-Home (OOH) media measurement service in the region, banking on its experience in measuring this type of media in major advanced markets across the globe to provide media and advertisers with a holistic overview of how OOH Advertising Assets Locations are performing in terms of traffic, visibility, impacts, interactions, and positioning.
In addition to Ipsos’ Media Measurement Services, the OOH Measurement will be offered in multiple markets in 2021, starting with the UAE, KSA, Kuwait, Qatar, and Morocco, and will then be rolled out to other countries.
Why is Ipsos launching this initiative in KSA now?
OOH is still a big media, not affected by digital transformation; on the contrary, it is coping with the digital transformation, with many billboards now going digital. The fact is that we are launching in many countries, mainly in KSA and the UAE. According to our contacts in agencies, advertisers, and suppliers, there is a big need for data, since this media is not measured. Everybody agrees on its importance and is willing to keep on using it, and even spend more money on it, but they cannot keep on spending blindly, without any measurement data. They are looking to know about the ROI for every campaign, the reach, the traffic, who the people who saw their ads are. And leveraging on our big global experience at Ipsos, since we are the OOH measurement currency in many countries globally like the UK, France and other important countries, we decided to bring this service to our region.
Can you elaborate on the technologies used?
There are many components to this measurement, but it has five major components:
What are the benefits of this methodology?
It is the most accurate methodology. It is totally passive and instead of being based only on modelling or assumptions, it is a mix of both, including measuring the transportation of real people. It will allow advertisers to measure the reach and frequency of their campaigns and will allow suppliers to evaluate the location of each of their billboards.
What issues are you expecting to face?
Well, we have done many projects like this before for specific clients in the region. Now, we are syndicating it and leveraging on our global experience. So, I don’t think we will face major issues. We are the only company equipped to do such big projects. What we need is for stakeholders to take ownership and participate in this big initiative that will benefit the whole industry.
Other players, such as Streach for example, are already active in this field in KSA. How will you address this competition?
We welcome any competition, as we have always done.