MotorWAY Audience
Since February 2018, we have been presenting audience measurement results for our 12x4m Motorway billboards.
The research model was developed in collaboration between two technical universities (Gdańsk and Kraków), one research agency (PBS), and one OOH company (Jet Line).
It can be applied to any OOH surface that meets the quality and technical standards of Jet Line’s Motorway network.
What does the study tell us? It tells us how many people per day can potentially see a message displayed on any given Motorway billboard.
For example: 61,144 per day – that’s the audience size for the ad on our billboard no. 189A.
What was our goal?
To measure the audience of our 12×4 m Motorway billboard network.
For any advertiser, reliable information about all the factors influencing the quality and effectiveness of an ad is essential. One of those key factors is audience size: How many people can see my message?
We carried out this study to determine the number of contacts generated by a single billboard or a group of billboards, and to support media planners in designing effective outdoor campaigns.
Our aim was to calculate the audience for each billboard in the Motorway 12×4 m network.
We also wanted to profile the people exposed to the ads and determine how often they came into contact with them.
