Out of home media specialist PML Group has launched Select planning tool which indicates OOH campaigns frequency. Developed in tandem with ad agencies across Ireland, Select rates briefing and branding factors. Based on established media frequency models from across the wider media industry, the tool provides a weighted ranking to several factors regarding media, message, creative, branding and environment.
PML Group managing director Jimmy Cashen said the survey was a way to get advice on planning effective/optimum frequency levels. The aim is to work closely with clients to create optimum frequency levels for different formats and environments and incorporate these into the planning process.
Marketing, creative and media factors are ranked on specific campaign criteria. The information is merged to establish an OOH frequency model to show benchmark ranges in terms of campaign coverage and frequency. The launch follows 18 months of testing and bench-marking with over 1,000 campaigns measured for recall through PML’s Poster Impact research and the JNOR industry audience measurement.
