iSite unveils comparative research programme

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Outdoor company iSite Media has launched its new Reach & Frequency programme for bus advertising – a move the company claims is a first in the NZ OOH sector. “Marketers and media agencies will now be able to compare a key outdoor format against other media,” says ceo Wayne Chapman.

“Reach and Frequency enables customers to see the total unique audience and the number of times the campaign can be seen. This can be further analysed and targeted using customer spend data and demographic profiles from the NZ Census, delivering effective and targeted outdoor campaigns.

“iSite Media worked with leading New Zealand data companies Critchlow and Datamine for nearly two years and has already had great recognition for its pioneering work on outdoor media measurement with three TVNZ Marketing Awards and six NZDM awards in the last year.

“iSite understand that it is more important than ever for marketers and agencies to be accountable for their advertising spend,” Chapman says. “We believe introducing a universally accepted and understood currency such as reach and frequency will enable more effective consideration of transit advertising, and ultimately better informed investment decision making.

“It represents an important next step towards our objective to evolve the conversation with our customers from that of buying advertising panels, to one of buying audience.”

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