New Adspace Simulation For Media Planning Available In Nielsen's IMS Clear Decisions

Agencies Now Able to Quantify Increased Reach and Efficiency with Adspace Digital Mall Network

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Adspace Digital Mall Network

Dec 12, 2013, 10:29 ET

NEW YORK, Dec. 12, 2013 /PRNewswire/ -- Adspace Digital Mall Network, the largest Nielsen measured digital place-based video network, has released its new simulation for the Nielsen IMS Clear Decisions Media Planning System.

This updated simulation model includes Adspace's expanded footprint to 206 malls (incorporating the addition of the 65 Simon properties' assets acquired in 2012).

With the simulation, all MRI respondents are given a probability of visiting an Adspace mall in a month. In aggregate, this represents the Adspace audience. The audience is then weighted to be consistent with the Nielsen On-Location Place-Based Video audience measurement report.

Example: TV Share Shift Analysis

New York DMA, Adults 18-49,
4 weeks, $1.33m spend*

Shifting 15% of a primetime TV campaign's
budget to Adspace increases reach,
efficiency, impressions, and frequency;
while keeping the overall cost the same.
- Reach increased from 67% to 83%
- Average frequency increases from 
   4.48 to 7.79
- Effective reach (3+ impressions) 
   increased from 38.2% to 67.2% (76%
   increase)
- GRPs more than doubled, from 300
   to 644
- Gross Impressions increase from
   28,552,000 to 61,279,000, a 114% 
   increase

* Source: MRI Doublebase 2012 Study; Nielsen's IMS Clear
Decisions Simulation of Digital Place Based Networks and
Nielsen's IMS MarketMate TV using annual broadcast year
average estimates.

Estimates above are based on average costs and a specific
schedule input. Data will vary dependent upon schedule
scenarios.

"The new simulation allows agencies and brands to quantify the increased reach and efficiency they can achieve by incorporating Adspace into their TV plan," said Bill Ketcham, Executive Vice President and CMO, Adspace Networks. "The Adspace Digital Mall Network is a great complement to a TV plan because we have tremendous scale and we over deliver light TV viewers."

The simulation will enable media planners to access growth and net audience estimates for Crosstab and Reach & Frequency analyses.  Adspace and other media can be compared across all MRI product, brand, and psychographic data.

To see the simulation in action, click here

About Adspace Networks, Inc.
Adspace Networks, Inc. (www.adspacenetworks.com) owns and operates the Adspace Digital Mall Network, the largest Nielsen measured digital place based video network in the country. Currently located throughout  206 Class A malls across the United States, the network consists of 2,824 HD "Smart Screens" in three formats: nine foot "floor mounts" in portrait format, 42 to 63 inch "aerials" in landscape format, and 8-by-14 foot "spectaculars" in landscape format. All Smart Screen displays show programming to enhance the shopping experience which combines a mix of the best sale items in the mall, the hottest seasonal items available, fashion trends and mall events. The network reaches 48 million unique individuals each month (source: Scarborough), and is particularly effective at reaching teens, young adults and women. Adspace is also a charter member of the Digital Place-based Advertisings Association (DPAA), an organization that is helping to provide standards and best practices for the burgeoning, digital place-based video advertising industry.

CONTACT: 

Anne Donohoe / Renatta Siewert

KCSA Strategic Communications

212.896.1261 / 212.896.1251


[email protected] / [email protected]

SOURCE Adspace Digital Mall Network