Question

Topic: Advertising/PR

Gross Rating Point Classic And Led Panels

Posted by matthias.vanwijnendaele on 4/25/2017 at 4:51 PM ET 250 Points
How are the advertising costs for classical (turning) panels on the one hand related to the upcoming digital LED advertising panels?

For example:
- a 2m2 two sided with 3 turning faces
becomes
- a 2m2 two sided digital LED panel

I think the GRP is different and that clients are willing to pay more for LED advertising.

But how to calculate the rate (for example 150%) for an upgrade this advertising panels?

Does there exist some literature / good estimations?

Thank you in advance,
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  • Posted by Gary Bloomer on 4/25/2017 at 8:27 PM Accepted
    But will they though? (Pay more, that is?)

    I suspect not.

    Simply because the board changes, that does not naturally equate to a change in the number of impressions. I drive past at least two LED boards on my way to and from my office. I couldn't tell you a single advertiser that uses any of the 15 to 30 second spots on that board.

    Not one.

    And I BUY advertising!

    A fancy board does not mean someone will pay more to have a spot on that board. At least, not in my experience. Personally, I think boards (static or animated/digital) are a waste of client money and a blight on the landscape. But that's just me.

    Anyone else care to chip in?
  • Posted by Jay Hamilton-Roth on 4/25/2017 at 9:28 PM Accepted
    Do you have any case studies proving improved retention?
  • Posted by Mike Steffes on 4/26/2017 at 10:41 AM Accepted
    You can only price up to what your market will bear. You may have to discover that through testing.
  • Posted by mgoodman on 4/26/2017 at 1:07 PM Accepted
    GRPs are about reach and frequency (among your target audience), not about the medium, the technology for delivery, or the length of time a particular message is displayed. In television, for example, a :30 commercial can have the same number of GRPs as a :60 commercial, even though it airs for twice as long (and costs twice as much). In print, the same thing holds for half-page ads compared to full-page ads.

    Of course, the way you engage and inform your audience (i.e., the copy) might be different, with some approaches more effective than others, but then it's not a question of GRPs. It's about how well you understand your target audience and use the medium (and the technology) to tell your story.

    Advertisers are not paying for your technology. They are paying because they want to reach prospective customers with their message. It's not about GRPs or signage technology.
  • Posted by cookmarketing@gmail. on 4/27/2017 at 8:52 AM Accepted
    OK<>ya got the experts opinion. Acknowledging I have little experience in billboard advertising...anecdotal observation. Advertising in the billboard universe is based on 'hits' for the driver/reader

    Key phrase driver/reader. When driving, knowing the eyes are 'concentrating on driving, distracted (phone/radio/other drivers/food etc) the faster turns will get more 'hits.

    When at an intersection (all distractions gone awaiting a light change)...if the content needs visual/wording a slower 'turn' is more appropriate. If something quick in messaging; the faster 'turn' would be more appropriate.

    The LED question - the only difference (from the drivers eyes) will only appropriate at night
  • Posted by Shelley Ryan on 5/15/2017 at 7:00 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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