The main goal of advertising intelligence is the analysis of the advertisement market's structure. Accessing intelligence on advertising gives media owners, media agencies and brand owners critical, connected, and competitive intelligence. With this they can achieve multiple objectives at once; analyse the advertising activities of their competitors, analyse their own audience, shape their plans accordingly and allocate resources to improve business performance.
TV monitoring provides clients with the data necessary for the audit of advertising campaigns, evaluation of TV commercials, market scope and TV advertising expenditures.
Monitoring method and locations
The TV commercials monitoring project has been runing since 1995. Currently, TV channels in 30 Russian cities, including Moscow and St. Petersburg, as well as satellite broadcasting (“zero” orbit), are monitored by the project. In total, more than 700 TV network companies are being monitored.
Since 2006 thematic TV channels are also included in the monitoring. At present, 64 specialised thematic channels are a part of the project. Since 2008, “zero” orbit is included, meaning satellite broadcasting by federal TV channels to the European part of Russia is being monitored. Around 20 network TV companies are being monitored.
All video processing is centralised. For each broadcast the name, start time and duration are recorded. Advertiser, advertised brand and product category are indentified for each commercial.
The cost of each advertisement placement is determined by the official pricing of TV channels and media advertising sellers. This information lets clients evaluate the expenses related to placing an advertisement or a commercial.
Several special projects are also implemented within the monitoring:
- Extended sponsorship monitoring, registering all types of sponsor advertising. Monitoring of Moscow broadcasting on the “zero orbit” is performed regarding the following channels: Domashniy, NTV, Channel One, Channel 5, REN TV, Russia 1, Russia 2, TV Center, TNT;
- Announcements of TV shows have been monitored since 2002. Information on TV announcements is available regarding the following channels: Home TV, DTV, Zvezda, Muz TV, NTV, Channel One, Channel 5, REN TV, Russia 1, STS, TV Center, TNT.
Data is available either in printed reports, or in the form of a database for the special software PaloMARS Adex:
- Results of monitoring network and Moscow TV broadcasting are available daily for the previous day and with an evaluation available within 48 hours;
- Results on the Russian regions – daily, on the 4th day;
- Results on the special projects – daily or weekly.
With the project for monitoring print media advertising, clients can analyse the advertising market structure with data about advertisers, brands, product categories and periodicals. The data is used mainly for evaluation of media advertising budgets, audit of advertising campaigns, ad verification, and for receiving copies of printed advertisements.
Specialists of the project for monitoring print media advertising keep record of all advertising materials published commercially. The name, format, advertisement place, advertiser, advertised brand and product category are determined for each advertising model of the size more than 1/16 of A4 sheet. All advertisements of lesser size are recorded as “small-format advertisements”. Advertisement blocks from federal and Moscow periodicals are scanned and put in electronic storage for advertising models.
There is separate Fast Monitoring Project for a number of glossy magazines, the data on them is available for the current month until the 20th day of each month. Currently there are about 50 periodicals being monitored.
The project for monitoring print media advertising has been in place since September of 1996. Moscow and St. Petersburg federal and local periodicals are being monitored. At the moment, more than 250 Moscow periodicals and about 40 St. Petersburg periodicals are being monitored according to the list.
Data is available monthly no later than the 20th day of the month following the reporting one. The project data is available either in printed reports, or in the form of the database for the special software PaloMARS Adex.
The Project for monitoring radio stations’ broadcasting gives clients the information for the analysis of advertising campaigns and the structure of radio advertising market. This information is used to audit campaigns, verify advertisements, evaluate the quantity of radio advertising and obtain models of creative radio advertising.
About 240 city radio stations are monitored:
- Moscow (since April 1998);
- St. Petersburg (since April 2007);
- Volgograd, Yekaterinburg, Kazan, Nizhny Novgorod, Novosibirsk, Omsk, Rostov-on-Don, Perm, Samara, Ufa and Chelyabinsk since January 2011, Krasnoyarsk (since July 2011).
Radio stations’ monitoring has been in place since April 1998.
In the process of data collection radio broadcasting is digitally recorded daily for each radio station. The name, start time and duration are recorded for each broadcast, and advertiser, advertised brand and product category are recorded for each commercial. The Mediascope archive stores records of all monitored radio stations’ broadcast for 6 months.
- Since mid-2005, extended monitoring of sponsors’ radio commercials has been carried out, and it records the whole sponsors’ integration to radio stations and evaluates sponsorship budgets. Currently, 34 radio stations are part of the project.
- Music tracks on the radio have been monitored since September 2007. The project records artists, music tracks names and their broadcasting time. Thirty-four radio stations take part in the project.
- Citation monitoring. The project data allow for estimating how much a company’s name is cited, for identifying the radio stations and programmes with the maximum citation capacity, and broadcasting duration, and for identifying the most popular topics.
- Mobile monitoring of advertising campaigns in cities. Upon a client’s request, regional radio stations’ broadcasting is recorded and then analysed. This concerns regions not included in the main project’s full monitoring of broadcasting. With this, clients can analyse real network placements patterns and audit advertising campaigns broadcasting in cities.
Monitoring results are available in four formats:
1. Printed or electronic report
2. Interactive dashboard with data analysis elements and infographics.
3. Database for PaloMARS AdEx software:
- daily: on the 1st day after the reporting day for Moscow and other cities, respectively;
- weekly: data for the previous week.
The project for Internet advertising monitoring gives clients the information for the analysis of online advertisement placement.
The results of Internet advertising monitoring are:
- All possible collection techniques: robot, panel, counter
- All Russian Internet platforms involved in media and video advertising monitoring
- Period (to the day) when an advertising campaign was launched
- Placement features: site, player, format, banner network, etc.
- Descriptions of ad creatives: advertiser, brand, product category, etc.
- Data on placement scope and audience indicators: reach and socio-demographic profile
Who can benefit from Internet advertisements monitoring?
- Advertisers. Competitive analysis is a necessary step for developing a marketing strategy. Results of Internet advertising monitoring allow you to know what, in what way and how much competitors advertise and what ad creatives they use. You need data from independent research in order to make sure that your advertising campaign has really been conducted, and the period and format of its placement have been as stated.
- Advertising agencies.Monitoring data is an important source of analytical work. With it you can assess the market as a whole, certain product categories, brands, and know about the time and format of advertisements' placements in general. Also, data from independent research is evidence (for a client) that the advertisement has, in fact been placed.
Data is collected using three kinds of technologies:
- User-centric panel. Software that sends Mediascope the information on advertising objects registration is installed on panelists’ computers and laptops;
- Special software module - a robot that copies real human’s (WEB-Index panelist) behavior;
- Tagging - sellers that take part in the project embed special Mediascope counter in all their placements.
From there, Mediascope specialists process images, identify and describe advertisements. Data is verified, processed and weighed. As a result, information on the volume and audience characteristics pertaining to online advertisements' placements on computers and laptops of Internet users aged 12-64, living in Russian cities with a population of more than 100,000 people is provided.
Monitoring results are available in four formats:
1. Printed or electronic report.
2. Database for PaloMARS Adex software:
- Data on the facts of placement is provided weekly on Friday, over the previous week;
- Data on impressions is provided monthly, a month after the reporting month.
3. Interactive dashboard for analysing scope and audiences of video advertising placements on the Internet by all monitored objects with an option to use filters, updated monthly after a reporting month.
The project provides information on the quantity of outdoor advertising in Moscow and other Russian cities to make it possible to analyse advertising market structure by construction types, regions, advertisers, brands and product categories.
The main users of these data are advertising agencies, advertisers, and outdoor operators. Outdoor advertising have been monitored since January 1997 by the ESPAR-Analytic company.
Each month ESPAR-Analytic company carries out a visual examination of all stationary advertising constructions and records the contents and parameters of the advertising layout, and location of the advertising carrier on detailed maps of the cities. Then Mediascope processes data collected across all cities. The name, carrier type and area are registered for each advertisement. The advertiser, advertised brand and product category are determined for each advertising layout, apart from social and local advertising (local advertising is an advertisement located in a certain city district). Cost of placement is calculated for each advertisement to be issued. The cost is determined based on an expert judgement from owners of outdoor advertising carriers, excluding premiums and discounts, but including a single tax on imputed income and construction location.
51 Russian cities, including Moscow and St. Petersburg, are monitored.
Schedule of data supplied
- Monitoring data on Moscow is available monthly no later than the 20th day of a month following the reporting month.
- Data on other Russian cities is available monthly no later than the 25th day of a month following the reporting month.