Billboard advertising Berlin:
How good are the locations of the billboards?
What is their G-value?
The G-value indicates how many pedestrians per hour can recall a poster that grabs an average amount of attention. Central to the G-value development was the need for an informative measuring system for different locations, to be able to evaluate the effectiveness of the billboard and the price/performance ratio of the campaign.
A basic principle of the evaluation of billboard advertising is the measurement of the potential consumer contacts, meaning the number of people passing the poster on foot, by car, by bicycle or by public transportation. In the past, video tapes were used to evaluate the frequency of the flow of traffic in different locations. Now we have the "Frequency atlas for Germany", developed by the GfK and the Fraunhofer institute, that holds these numbers for every street. The second measurement value is the medium itself (column or large-scale). Every location has been evaluated in accordance with the same guidelines.
Here a small selection of the complex evaluation criteria for billboard advertising:
- Evaluation of the location
- Duration of the visibility
- Horizontal distance to the traffic axis
- Angle of the advertising space to the traffic axis
- Height of the Installation
- Illumination
- Visibility barriers
- Waiting situation (traffic light)
- Environmental complexity
- Situational complexity
All these factors are set against the audited frequencies (potential contacts) in a multiplicative system. The mathematical result is the G-value of the location. Two examples shall clarify how the evaluation of the location influences the G-value.
The graph shows the influence of the distance between billboard and traffic axis. The closer the billboard is situated to the flow of traffic, the better are the motif's chances of being noticed.
Further criteria, for example, include the angle of the billboard to the traffic axis. This has decisive influence on the visibility, as you can see in the graph. If the billboard has a 90° angle, you literally move towards it.
If the angle between traffic axis and billboard is 0, the visibility is reduced, just as the recognition value.
What does a G-value of 70 mean? How can I evaluate the benefit? In the evaluation of the benefit an average advertising duration of 14hrs/day is usually taken into account. In our example columns are booked for one 9 to 10-day-period (Dekade).
G–value 70 = 70 viewers that are able to recall the advertising content per hour
Ten-day period value = 70 x 14 (hours) x 9 (days) = 8.820 contacts are met by one billboard
Accomplishment of the campaign = 250 billboards x 8.820 contacts = 2.205.000 total contacts
The cost per thousand is evaluated considering the accomplishment of the campaign.
Outdoor Advertising Berlin
Billboard advertising Berlin: Use our advisory service
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