OOH signs have existed at petro convenience stores for a long time, and motorists typically visit petrol stations weekly to fill up their vehicle. Both of these factors meant there was a captive audience, however it was one that was not being measured in the OOH industry. VLC was engaged by the Measurement of Outdoor Visibility and Exposure Pty Ltd (MOVE) to extend the current Audience Measurement System (AMS) to include the outdoor signage located at petro-convenience stores.

Client Requirements

MOVE required the seamless integration into their current AMS of petro convenience signage so that when an outdoor advertising campaign included petro convenience signage in their mix of other OOH signage, the reach and frequency metrics would also include this new format. The extra formats added into the system were bowser, car park and entrance signage. This project helped MOVE to report the effects of an additional signage format into their existing system, giving current members the benefit of knowing who their proposed campaign is reaching.

Outcomes

VLC examined confidential sales information from various petro convenience locations to statistically model the visitations to different sized petro convenience stores, in different markets, along with other statistically representative petro convenience characteristics to determine the visitations to these outlets. The results from this analysis was coded into the underlying audience model so then it could report the same information as all other OOH signage within the AMS when a campaign was run. This was proofed and tested on a User Access Testing platform to ensure it accuracy, correct integration and functionality within the greater audience reporting software. Once approved, these new signage formats were rolled into the existing AMS for all MOVE members to utilise in their signage campaigns.