Running head: ADVERTISING METRICS – ASSIGNMENT #1
1
Student Information Scenario Number & Product: Scenario 07 Group members: (Kay)Wing Man Liu, Joshua Jafri, Linh Nguyen & Junseo Lee Instructor’s name: Michelle Kanfer OOH Buy # of Faces # of Faces Product
Astral
OUTFRONT
Pattison
Quebecor
Digital Horizontal Poster
2
-
4
-
Horizontal Poster
-
18
24
-
Street Furniture
-
59
92
-
Astral and Quebecor both do not have any inventory for horizontal posters or street furniture, while OUTFRONT does not offer any inventory in digital horizontal poster. However, Pattison offers the largest number of faces at 4 for digital horizontal posters, 24 for horizontal posters, and 92 for street furniture. The number of faces offered for Pattison’s digital horizontal posters is higher than what Astral offers. This means that Pattison's digital horizontal posters are located in areas that will provide fewer daily impressions than Astral. Therefore, the agency has to pay more to buy more boards to achieve the Daily Market GRPs. On the other hand, the number of faces offered for OUTFRONT's horizontal posters and street furniture is considerably lower than what Pattison offers. This means the locations of OUTFRONT's horizontal posters and street furniture are in areas that will provide more daily impressions compared to Pattison. If the agency decides to pick OUTFRONT as the supplier of horizontal poster and street furniture, the agency does not need to have more boards to achieve the same level of Daily Market GRPs. As a result, the agency can save on the cost to produce and post the non-digital ads, and instead use those savings to purchase more media.
