Media Research

Special Plus®

 

Internally developed media software suitable for planning and optimising outdoor billboard and citylight campaigns.

Special Plus is a site-level outdoor planning and optimisation software

The database of travel habits contains the following:

  • Regular routes and yesterday’s travels of urban residents aged 15-70
  • Regular travels and yesterday’s travels of 19,200 people
  • Up to 50,000 outdoor advertising sites (billboards, CLPs, Magnum-sites, advertising pillars, midilight sites, etc.) XY coordinates and individual features (location, visibility, cover, illumination, etc.)
  • Regular updating of the advertising sites


All of the recorded data are available for all sites, and these data are used in the weighting process.

The Special Plus programme assists outdoor planning, allows for drawing up – either manually or automatically - a campaign plan at an optimal site level, provided that appropriate planning parameters are available, and helps to evaluate the campaign effectiveness through campaign indices (GI, GRP, CPT etc.) that are adopted and widely used in media planning. The campaign results can be analysed on maps, tables and charts. The Special Plus indices are as follows: ReachN, Reach%, GI, GRP, OTS, Affinity, CPT etc.

Manner of data collection:

Monthly research through Internet interviews (CAWI) on an 800-person sample.

The respondents are selected from the Ipsos Insitute on line panel on a quota basis.

The posters are displayed on the respondents’ monitor in a digital, colour format.

SOFTWARE DATABASE:  DATABASE OF TRAVEL HABITS, PERSONAL DATABASE: covers the travel habits of the sampled persons collected during the personal interviews. The database is updated by collecting the travels of 6000 persons every year, in such a manner that always the oldest trips are taken out of the system.

SITE DATABASE: contains the coordinates of various sites.

CONTACT DATABASE: compiled by merging the previous two databases, this database shows what contacts the sampled persons make with the sites during their travels.

Software features:

  • Editing campaign groups,
  • Manual planning (from poster to poster),
  • Optimisation.

 

Special Plus Select

  • An extended version of Special Plus
  • New screening criteria
  • New data on the advertising sites
  • Based on the Special Plus data collection

Uniform Category Classification of Billboards

The purpose of uniform, complex category classification is that billboards should be classified in a uniform system – regardless of the owners’ former, individual classifications - and thus the sites can be compared in a simple manner.

The Uniform Category Classification supplements the Special Plus outdoor planning and optimising system of Ipsos Insitute.

The Classification System contains 7 categories.

Basic data for category formation:

  • Individual site attributes (height, illumination, direction etc.)
  • Traffic data (who are trafficking along the given route, how, and how often)
  • Territorial distribution (weights in towns and districts)

 

Main category formation variables:

  • GI
  • Reach
  • OTS