Studies and Surveys
SPR+ Performance Data Cannot be Applied to eBoards and ePanels
Performance data is calculated on the basis of a standardised object of study. In poster research, this equates to a seven-day presence and standard formats. Enormous formats, flexible broadcasting and animated advertising are incompatible with such standards. Therefore, the data of SPR+ (Swiss Poster Research Plus) cannot be applied to eBoards and ePanels.
This currently also applies to complementary out-of-home advertising such as advertising on means of transport, large-format advertising (megaposters) and other forms of digital advertising. The Global Guidelines on Out of Home Audience Measurement (www.esomar.org) require that these forms of advertising not be included in poster research.
Accurate performance data for eBoards and ePanels can only be obtained if complementary forms of advertising are analysed separately and combined with the basic research. Efforts are being made to measure the performance of complementary forms of advertising and define standards on an international level.
APG|SGA plans to draw up a quality survey with a research institute to enable customers to determine the effectiveness of their advertising campaigns.