In future, outdoor advertising prices will be based on the ma poster

The ma 2010 poster of the Working Group Media Analysis (ag.ma), which still forms the basis for agencies and advertisers to plan outdoor advertising, is also intended to be the basis for the pricing of outdoor advertising media in the future. Reaches of out-of-home media advertising were published for the first time in December 2007. For this, ag.ma received the German Market Research Award from the professional association of German market and social researchers.

The methodical improvements of the ma 2010 poster will have far-reaching consequences, according to Georg Schotten, poster board member of ag.ma: “The out-of-home advertising industry relies fully on ma. It now has so much confidence in this currency that it has decided to use ma poster in the future the basis of the pricing of their advertising media. ”The ma poster is thus replacing the G-value, which was previously the basis for advertising prices. In addition, the investigation of the reach of out-of-home media is being carried over into the planned year-round survey. The study will therefore be published annually in the future.

The inventory of the advertising media (large area, City-Light-Poster, whole column and Mega-Light-Poster / City-Light-Boards) has also been updated. Although mobility would be recorded as usual via GPS measurements and telephone (CATI) interviews, the latter would now be carried out with trip tracer software. In this way, interviewers could check the participants’ directions during the telephone survey and, if necessary, ask if there were any discrepancies. In addition, German-speaking foreigners were integrated into the population, so that the reach data of the ma 2010 poster cannot be directly compared with that of the ma 2007 poster. For the current version, the mobility of more than 42,000 people in Germany was recorded, around 31,000 people were interviewed by telephone and 11,000 were equipped with a GPS device for a week to measure mobility.

One of the most important results of the ma 2010 poster for the individual outdoor advertising media is that advertisers with a large-format campaign in places with more than 20,000 inhabitants and full occupancy of all positions reached 83.4 percent of residents over 14 years of age. With a normal advertising pressure of 1: 3000 (which corresponds to a large area per 3000 citizens) it would be 61.1 percent. With full columns in places with more than 20,000 inhabitants and full occupancy, 68.6 percent of the over 14-year-olds would be reached, with normal high advertising pressure (1: 8000) it would be 45.1 percent. City-Light-Posters recorded a reach of 65.5 percent when the main network was full and 60.5 percent when the main network was occupied. The urban advertising media Mega-Light-Poster / City-Light-Board reached 45.8 percent of the over 14-year-olds with full occupancy in places with more than 100,000 inhabitants and 41.3 percent when the main network was occupied.

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