The context
The total number of billboards in Italy alone amounts to more than 100,000, and with the posters changing on a bi-weekly basis, this sums up to a circulation of 2.5 million posters every year.
Compliance issues to ensure the correct advertisement is being displayed on these billboards are well known within the industry, resulting in a reluctance for some brands to invest. This notable lack of compliance is what prompted Kinetic and BeMyEye to develop a combined strategy to address the issues. Prior to forming the partnership with BeMyEye, it was seen as operationally impossible for these issues to be highlighted at a billboard level due to the high costs and amount of time needed to visit every site.
The challenge
There is a tight turnaround required to visit a significant number of billboards in just a few days. But our on-demand workers, known as ’Eyes’, were able to verify their visit by checking into the location in the BeMyEye app and provide photographic evidence of the poster being displayed. Kinetic could then review this data in a dedicated customer dashboard.
KPIs
– Billboard presence
– Billboard compliance
Categories
– Billboards
Channels
– Outdoor advertisers
Countries
– 9000+ visits across Italy
The results
In the first six months BeMyEye successfully completed 15 campaigns, totalling tens of thousands of checks, with a peak of 9,000 billboards checked in a short 3-day period. The results of the activity were quite staggering. Nationwide, almost 10% of the billboards were non-compliant. Regionally, non-compliance was at 8% in the North West, 10% in the North East, 6% in Central Italy and 12% in the South. Non-compliance peaked at 23%, while the best levels stood at 5%. BeMyEye was even able to segment the results into billboard types, revealing 12% non-compliance in bus shelters, for example.
“The collaboration with BeMyEye allows us to provide a truly innovative service to our customers. Not only can we guarantee a granular level of control of billboards throughout Italy, an absolute novelty for this market, but we can make this information available quickly. In addition, the presentation platform makes them immediately accessible and easily understood by our clients.
Out of Home advertising needed a service that could fundamentally improve the credibility of the entire marketplace. Kinetic, along with BeMyEye, has succeeded in identifying the most effective method that can bring tangible benefits to the brands, media agencies and billboard companies. Brands can optimise their investments, while agencies and billboard companies have the opportunity to intervene promptly and effectively in the event of problems. Our goal is to export this successful model into our other European markets.“ – Alberto Cremaschi, CEO of Kinetic Italy
Thanks to our end-to-end solution Kinetic has achieved:
Increasing customer confidence in client's type of advertising
Data from 9000 visits in 3 days after launching
Detailed information concerning billboard compliance, with photo confirmation
Able to define most non-compliant billboards’ channels
The content of this page has been built based on the following press release:
BeMyEye and Kinetic join forces to tackle OOH billboard compliance issues
