Audience Solutions powered by peoplecount

To expand on our existing Research & Insights offering, Clear Channel, together with Consumer Probe, collaborated on an extensive 12-month research programme to capture insights on… people!

The result is: peoplecount

For out-of-home advertising to be effective, it is important to remember that its success is dependent in how well it responds to the mindset of people at the time. Registering a person’s exposure to a medium may no longer be enough, if you do not capture the context in which it is consumed.

In a fragmented media market, it becomes even more compelling to reach people in the right place, at the right time, when they are most likely to be in the right mindset to induce an action; to better engage them, to better persuade them of a product or service; and to influence them to purchase.

At Clear Channel, we understand that metrics are more important than a mere gut feel and that research remains a prime consideration in all media, and more so, out-of-home. Since 2003, we have invested – on average, S$200,000.00 – per year, to develop our current suite of Research & Insights*.

We have the capabilities to support an end-to-end media planning process, with pre-campaign statistics (to measure cost efficiency), using the Audience Reach Measurement Study 2003; generate media schedule models, using the Multimedia Sesame; derive demographic and media consumption information (on the adult population aged 15+ in Singapore), and media advertising expenditure using Nielsen’s Media Index, AdQuest Millennium and Advertising Information Services (AIS). We own creative optimisation tools, like the Creative Simulator and Creative Pre-Testing; and we can conduct post-campaign evaluation (to measure cost-effectiveness, ROI, impact and recall), using the Clear Channel Research Monitor (CCRM).

peoplecount powers Audience Solutions and completes our Research & Insights offering - 360°. We demonstrate that our medium is not just accountable, measurable and reliable; it is also actionable!

peoplecount was conducted in 3 stages: from a 4-module Audience Ethnography, to Focus Group Discussions, and finally to a Hybrid Quantitative Survey (to qualify the findings from the preceding stages).

One of the highlights of peoplecount is the INTRA/INTER module which compares Clear Channel’s bus shelter advertising:

·         Inter-Media: Versus “traditional” media

·         Intra-Media: Versus other out-of-home media

peoplecount also deep-dives into the psyche of each of the audiences in Audience Solutions, like:

·         “The Masses”: Representing the National Network, targeting “Everyone, Everywhere”

·         “The Spenders”: Representing the Retail Network, targeting “Shoppers, Grocery Buyers”

·         “The Gen-Why”: Representing the Youth Network, targeting “Students, NSmen, First-jobbers”

·         “The Urbanites”: Representing the Commuter Network, targeting “Drivers, Riders, Public Transport Users”

·         “The 9ine-6ixers”: Representing the Business Network, targeting “PMEBs / PMETs”

·         “The Neighbours”: Representing the Neighbourhood Network, targeting “Everyone, Near Their Homes”

peoplecount allows advertisers to intercept people in the most effective manner, without the need to interrupt them. With peoplecount, advertisers can convert these consumer insights into their advertising, and even, overall business strategy.