In partnership with Nielsen Media Research (NMR), ARMS was developed to measure the Reach* and Frequency*
of our networks across all audience demographics. This allows you to decide which network or combination of
networks work best in maximising advertising impact to your specific target audience, during the crucial media
planning stage. For instance, in reaching out to the youth population of 15 - 24 year olds, the Youth Network
obtains a Reach of 59%, the Neighbourhood Network 56%, while using a combination of both could maximise
your Reach to 70% to this relatively elusive target audience that spends a lot of time Out-Of-Home.
To ensure that ARMS remains applicable and reliable, we continuously benchmark our study against industry
recognised audience measurements in other markets such as Australia, Finland, Sweden and the United Kingdom.
Results have proved that our ARMs data, when benchmarked against other market norms – is equally relevant,
dependent and robust.
MMS, a comprehensive pre-campaign media planning software that incorporates Clear Channel networks with
other media - TV, Radio, and Print, was developed concurrently with ARMS by Nielsen Media Research. Whilst ARMS
measures Clear Channel networks in solus, MMS measures Reach and Frequency in an integrated, multimedia
campaign. MMS allows you to input various audience demographic parameters such as age, income and occupation,
and assess different media-mix and schedules. MMS helps you select the most optimal media mix for your target
audience and the data generated can be extrapolated to calculations on Cost-Per-Thousand (CPM) and Cost-Per-Gross
Rating Point (CGRP).
In planning a media campaign, it is often pertinent to have a holistic picture of what the industry or category is
doing, or how your competitors are spending their advertising budget. Clear Channel harnesses the data of AIS
to provide you with market intelligence on advertisers in Singapore. AIS allows you to track the advertising pattern
of any brand or company across all the media that NMR measures. This gives you useful insight into the advertising
trend of a particular category or across an industry. It also gives you a glimpse into the increasing number of
brands that are using Out-Of-Home media in their marketing campaigns.
MI is a syndicated study conducted in Singapore by NMR, offering comprehensive demographic, media and product
consumption information on adults aged 15 and above. The media being tracked by NMR include TV, Radio, Print,
Periodicals, Internet and Out-Of-Home. In short, MI lets you step into the mindset of your target audience, allowing
you to leverage on the media platforms that they are most frequently exposed to, and create an advertising message
that is most appealing and relevant to them.
It is important to see your audience's perspective of how your advertisement will look. To do so, we have developed
a Creative Simulator online that allows you to upload your campaign artwork to see how the visual looks on the
panel, through the audience's eyes at various distances. This mock up allows you to fine tune your artwork to
optimise impact.
Creativity is a crucial factor in determining the success of an Out-Of-Home campaign. Our creative pre-testing
service offers advertisers the opportunity to test and refine their creative before posting, allowing them to post
their final creative with confidence.
To further strengthen Clear Channel's strong position in research and insights amongst the Out-Of-Home industry,
Clear Channel is developing a tool that links Clear Channel's Audience Reach Measurement Study with the results
of Clear Channel Research Monitor. Recall Predictor is a research tool that formulates the correlation between
campaign weight, network and the recall effectiveness of a campaign. Through this consolidated data, the Recall
Predictor is able to predict the effectiveness of a future campaign based on information which has been identified
in hundreds of previous campaigns. The tool will also assist advertisers and agencies to tweak their campaign
creative and medium to maximise expected recall and optimise campaigns prior to launch.