One thing I would like to emphasise is that when MOVE 1.0 was developed, the committee was focusing on the future as well as the existing inventory such as posting paper on a billboard from a maintenance truck.
It not only was considering the flexibility, posting speed , campaign duration, new location opportunities etc. benefits, but also that sites of the future would be very different.
The back-bone was based on OTS (Opportunity to See) but also included LTS (Likelihood To See) as it was clear that not all sites are the same, and also that not all the passers-by see the site. LTS was used for the 'currency' even though it was lower than OTS, but as it was the same playing-field for all it was adopted.
With digital, the principle remains the same as Static, but new measurement vectors are needed and then 'injected' them into the calculations (and thoroughly tested).
And I'll bet London to a Brick that the Likelihood to see a digital panel will be significantly higher than seeing a static panel. The thinking ahead, despite the increased complexity, was very wise and will surely pay dividends.
A very perspicacious post Tim.
One thing I would like to emphasise is that when MOVE 1.0 was developed, the committee was focusing on the future as well as the existing inventory such as posting paper on a billboard from a maintenance truck.
It not only was considering the flexibility, posting speed , campaign duration, new location opportunities etc. benefits, but also that sites of the future would be very different.
The back-bone was based on OTS (Opportunity to See) but also included LTS (Likelihood To See) as it was clear that not all sites are the same, and also that not all the passers-by see the site. LTS was used for the 'currency' even though it was lower than OTS, but as it was the same playing-field for all it was adopted.
With digital, the principle remains the same as Static, but new measurement vectors are needed and then 'injected' them into the calculations (and thoroughly tested).
And I'll bet London to a Brick that the Likelihood to see a digital panel will be significantly higher than seeing a static panel. The thinking ahead, despite the increased complexity, was very wise and will surely pay dividends.
Cheers.
JG.