In the realm of targeted advertising, precision in audience metrics is not just a necessity; it’s the backbone of campaign success. MBCG‘s Grassroot Media stands in a different corner to most of the Out-of-Home (OOH) advertising market, so we need to provide robust and as-accurate-as-possible audience workings.
Note how we aren’t claiming to provide 100% true figures, the nature of our environments means we can only really provide an estimate, it’s our goal to make that estimate as accurate as possible.
So, this post offers a breakdown of the methodologies and calculations that underpin our audience metrics. We will delve into the specifics of our approach, ensuring our clients are fully informed about the rigorous processes that validate the effectiveness of their advertising investments.
1. Detailed Overview of MBCG’s Grassroot Media Networks: MBCG’s Grassroot Media is synonymous with precision-targeted OOH advertising within grassroots sports clubs. Our networks, spanning football, cricket, rugby, and bowls clubs, provide a unique channel to reach engaged, active-social audiences. Each venue and sport offers distinct demographic and engagement metrics. This section offers a granular overview of our networks, the geographical spread, and the nature of the venues we collaborate with.
2. Comprehensive Audience Metrics and Reach Calculation: Accuracy in audience metrics hinges on a deep understanding of each venue’s dynamics and member behaviour. We will now dissect our audience calculation approach for football, ensuring transparency and precision:
Council Sites: Our partnership with 13 council sites across east and south-east London is underpinned by data collection from the councils and analysis our end. Each changing room, equipped with one A3 poster, contributes to the overall reach. On average, each of the changing rooms are used by 75 people per week. So with 172 council changing rooms used an average of 5 times per week (mostly at the weekend as you’d expect), the calculation for weekly footfall stands at 75 x 172 = 12,900.
Grassroots Clubs: Our network includes 68 clubhouses mainly in suburban areas (as opposed to the more urban settings of the council-owned facilities). We derive membership data directly from the clubs and calculate weekly reach and footfall based on club size, member visit frequency, and matches played. For example, with an average club membership of 152 and an estimated 75% weekly visitation rate for two visits, the total home reach is 114 adults per week, translating to 228 impacts.
3. Dwell Time: Dwell time is a critical factor in the efficacy of OOH advertising. By working with the clubs we have reached an average dwell time of 30 minutes in the changing rooms and over an hour in the clubhouse bar (this is split pre and post match, not double counted).
4. Rigorous Proof of Posting Process: Integrity and transparency are non-negotiable in our operations, so we might as well remind you of our proof of posting processes here. You get a photo of your campaign at every photo it is booked to appear at – if you don’t, you don’t pay for it.
Conclusion: This post aims to demystify the comprehensive methodologies and calculations that form the bedrock of MBCG’s Grassroot Media Active-Social OOH Networks. Our commitment to precision, coupled with our innovative advertising solutions and support for local sports communities, positions us as media owner you can trust.