Request for proposal

Transcription

1 Centre d Information sur les Médias A.S.B.L. Centrum voor Informatie over de Media V.Z.W. Request for proposal CIM Out-Of-Home Study CIM OOH Audience Technical Committee January 2015 Avenue Herrmann-Debroux 46 Brussel 1160 Bruxelles België - Belgique Tel.: +32 (0) Fax: +32 (0) [email protected] BTW/TVA: BE ING BE BBRUBEBB CCP-PRC BE BPOTBEB1

2 1 Introduction Architecture of the current OOH study in Belgium Travel survey Modelling Site classification Generalities Inventory Visibility distance Reporting & evaluation tool The new CIM OOH Audience Study Scope In terms of methodology In terms of metrics and output In terms of delivery systems In terms of publication frequency Module 1. Centralized inventory and VAI Formats Visibility parameters Module 2. Traffic data collection Universe Traffic counts Traffic modelling Profiling Module 3. Software delivery system Inventory management Media Planning Tender procedure Timeline Ownership of the data A written proposal Oral presentation Distribution of tender Awarding procedure /22

3 1 Introduction The CIM is the multimedia JIC (Joint Industry Committee) in Belgium responsible for audience currency studies in TV, Radio, Press, Out-Of-Home, Internet and Cinema. The CIM also organizes the central TGM (Target Group Monitor) study as well as the strategic Cross Media study. This tender concerns exclusively the CIM OOH (Out- Of-Home) Audience Study, which primary goal is to provide the market with information necessary for the analysis of OOH audiences and tactical media-planning. The CIM OOH Technical Committee has started a process to renew the current OOH Audience Study in order to meet the requirements of the market and its stakeholders and to support the growth of OOH in the media landscape in Belgium. This document gives an overview of the project to potential suppliers who are invited to respond to this call for tender. Potential suppliers can respond for the full scope of the project or for only part of the project. For those who want to respond to the full approach, their offer would have to include a detailed framework in which deliverables and responsibilities are clearly defined. In all cases, parties should be able to demonstrate a substantial contribution to the development of the study in terms of methodology, technology and/or tools, e.g. the delivery of specific data, algorithm, software, etc. In terms of planning, the CIM OOH Technical Committee will work together with suppliers and partners in different steps according to the priorities that are defined in this document. CIM is planning to introduce the new OOH Audience study by January This will include: The introduction of VAC s (Visibility Adjusted Contacts): Ideally, the roll-out of this part of the project should start in June An enhanced traffic survey: CIM is currently in a process of renewing its existing traffic database. A complete new dataset of respondents (approximately origin-destination) will be available by end of June This dataset will serve as basis to define the movements of the Belgian population and will need to be : o Completed / validated by third party data such as real traffic flows, etc. o Partially or completely modelled: CIM invites solution providers to make a recommendation on the best way to establish the trips between all collected origin & destination points. The recommendation should include the use of real traffic data. Digital screens: CIM also wants a recommendation (preferably based on proven track record) on the best approach to measure digital screens, indoor and outdoor, including the development of a model for calculating performances of digital screens. This tender refers to different documents that are available on a CIM FTP website: ftp:// Login: TenderOOH15 PW: outofhome15 Documents: Methodology of current OOH survey (available in French & Dutch) CIM Presentation Buitenreclame Onderzoek - JCDecaux CIM Presentation Visibility - Clear Channel For any additional information, interested suppliers are invited to contact Stef Peeters, General Manager ([email protected]). 3/22

4 COMPONENT 1 : TRAFFIC COMPONENT 2 : INVENTORY MAPPING COMPONENT 3 : REPORTING & EVALUATION TOOL 2 Architecture of the current OOH study in Belgium The architecture of the current OOH Audience Research survey consists in three main components: TRAVEL SURVEY MODELLING Generation of possible itineraries Choice of most probable itineraries Site classification (frame inventory) frames outdoor + indoor stations and tube) Results (reach & freq.) PDF + Reporting & evaluation tool 1. A component "traffic" that includes: a) The measurement of the movements, whatever the transport mode, of the population aged 12 and over in Belgium. For each movement, only the origin and destination points are measured. b) The modelling that allows to define the trips and more precisely the selection of roads and road segments between origin and destination. The current modelling takes four parameters into consideration: the duration of the trip, the distance, the number of crossroads and the use of motorways (see also 2.2. Modelling). Those road segments that are selected in the model are used as basis to calculate the contacts with frames. 2. A component "inventory mapping" that includes the positioning of about fixed frames (including frames installed in train stations and underground stations) on a detailed mapping of Belgium, namely the latest Tom-Tom The inventory mapping is currently done on a software called Poster Site Classification developed by Pointlogic. 3. The combination of these two components allows the calculation of the performance in terms of contacts of billboards and frame networks. The CIM OOH Audience results are made available to the market through a reporting & evaluation software that allows reach and frequency calculation for frames and networks in order to deliver media-planning metrics: reach, frequency (avg. OTS and contact distribution) and GRP s on network level. The software is licensed to 25 media companies (21 agencies and 4 media owners). CIM is using a specific approach to measure contacts of indoor frames which are installed in metro and railway stations. These indoor frames are part of the present call for tender. OOH audiences mobile frames (busses and trams) are not part of this tender. The current OOH Audience Study is shortly detailed in the following section of this document. 4/22

5 2.1 Travel survey The travel survey is aimed at collecting information on the mobility of a sample of the population in order to establish the numbers and profile of people passing frames to enable the calculation of reach and frequency for campaign planning purposes and for comparison with other media 1. In the current approach, the information that is collected in the travel survey by AQRate does not concern the movements of the population themselves but different parameters based on which each trip can be reconstructed: Start point (origin, geocoded); End point (destination, geocoded); Departure time; Arrival time; Transport mode (by car/motorbike, by scooter, by bicycle, on foot, by bus, by tram, by metro, by train, other); Objective (go to work/school, professional, shopping, visit family/friends, drop someone off/pick someone, back home, personal, other). In order to keep record of all trips, AQRate collected data via travel diaries, in paper and electronic (web or smartphone) format. Each participant to the survey is invited to register all the trips by gathering information on each of the set of 6 criteria described here above, during a period of 7 days. In 2013, CIM also introduced the use of a smartphone app to collect data. The app collects automatically the moment and the GPS coordinates of all trips that are registered through the device. Information such as transport mode and objective still must be entered manually by the respondent. CIM has been collecting diaries in the period including trips. This database is being refreshed by AQRate since 2011 by adding new diaries over a period of 4 years. So the traffic database is refreshed with new diaries (for a total of movements) per year. For different reasons, the first set of new diaries was only published in January The second set of was published in January The following sets will be published in January 2016 and Modelling The objective of the reconstruction model of routes that CIM is using at present is to generate a) the most likely routes a person having moved from point A to point B could follow and b) the probability that this person has opted for one of these routes. The modelling relies on GIS software (Geographic Information System) that takes into account the average speeds on different types of roads (pre-defined, not dynamic) and local traffic rules as, for example, one-way roads. In order to find the most likely routes for a given movement, two models were used, namely, the generation of routes and the choice of routes: The route generation model generates a set of the most likely routes (between a point of origin and destination of a move) based on a criterion or combination of criteria. The following criteria were used to determine the most likely routes: o minimizing the duration of the trip; o minimizing the distance; o minimizing the number of crossroads; o maximizing the use of motorways 1 ESOMAR, Global Guidelines on Out-Of-Home Measurement 5/22

6 At this stage the model only takes fixed average speeds for each transport mode into account, regardless of the traffic density or moment of the travel (e.g. week vs weekend). So it was assumed that cyclists move at a constant speed of 15km/h, a pedestrian at 5km/h, a car is expected to move at the speed limit (120 km/h on the highway, 50 km/h in urban areas), etc. The model of choice of routes calculates the choice of routes by generating a probability that this route will be used by an individual for a given displacement. To do this, the characteristics of the roads and the people concerned are taken into account. Note that external data such as traffic counts or average speeds by mode of transport according to real traffic situations (day of the week, moment of the day) are not included in the current model. The CIM OOH Technical Committee considers that the introduction of such third party data is mandatory for the further development of the OOH audience measurement. 2.3 Site classification Generalities Another major component of the current OOH Audience Study is the mapping and inventory of all the frames that are measured in the survey. Poster Site Classification is the application that is currently used to place indoor and outdoor advertising items on the map (Tom-Tom 2012). Information regarding the advertising items can be stored and changed when necessary. Eventually, the information from the CIM Poster Site Classification can be used to gather reach figures on the objects. The software was developed by Pointlogic, based in The Netherlands. Figure 1. Opening screen CIM Poster Site Classification 6/22

7 In addition to the geographic data (detailed address, postal code, XY-coordinates...), different variables are currently used for each frame such as: An internal unique identification number of the frame; The frame type (fixed, rolling, scrolling,...); The size of the frame, expressed in m²; The network to which the frame belongs: the user must indicate whether the frame is sold line-by-line or if it is part of a network. In the latter case, the network concerned is mentioned; The placement: this is the positioning of the frame: along the street (including angle), in a subway station or railway station,... Last change date to keep track on recent updates Authentication date (authenticated frames cannot be edited anymore by the user) All information on the outdoor items that have been placed on the map are shown in the outdoor items list, where a number of information fields are shown. Figure 2. Outdoor item list The software allows users to define different settings. One of those settings makes it possible for the user to make a choice whether he/she would like to see the road names displayed in French or in Dutch. This is an important particularity of the Belgian market as the road names and city names are, in different parts of the country, named in 2 languages (combination of French and Dutch, French and German). The software also allows users to: Change the number of information fields shown in the outdoor item list (set fields) Sort data in the outdoor items list. This can be done by any information field. Group data by an information field Filter data in the outdoor item list Search data in the outdoor item list Edit outdoor items Import and export outdoor items Edit / create networks 7/22

8 Figure 3. Example of dataset for one outdoor item Inventory Please bear in mind that 1 frame can contain several faces (for example scrolling or trivision frames). In terms of volume, the current inventory includes active faces are registered in the Zone A which includes the 48 CIM urban cities, also called the CIM OOH universe. The table below gives a breakdown of the inventory according to format: Format Effective format (H W): Approximate Number of faces Approximate number of frames 2m² 1,75 1,18 m ,75 1,19 m 1,60 1,20 m 8m² 2,30 3,13 m m² 2,52 3,61 m m² 2,17 6,07 m m² 3,20 4,80 m m² 2,50 7,80 m m² - 38m² 2,95 11,55 m 3,20 12,00 m Total : faces frames 8/22

9 2.3.3 Visibility distance In terms of visibility, the current Site Classification system only takes the distance of visibility into account. It is the size of the frame that determines the maximum sight distance. The distances are determined by the CIM OOH Technical Committee. Note that the current inventory mapping tool selects automatically all the road segments that are eligible to generate contacts with the frame (auto-detection mode). All these road segments will be taken into account for the calculation of contacts, except for tunnels (which are automatically inactivated) and for bridges. For the latter, road segments are inactivated manually by the user. For the formats larger than 2m², an auto-selection of eligible road segments is available, but the segments must be controlled and validated manually by the user to confirm the visibility. The visibility distance that is used in the current OOH Audience measurement study are: 10 meters for a frame of 2 m². 30 meters for a frame having between 8 m² and less than 16 m²; 60 meters for a sign between 16 square meters and less than 36 m²; 80 meters for a frame of 36 m² or more. The combination of the components traffic & modelling + inventory mapping makes it possible to calculate contacts for each frame or frame. The current inventory mapping tool also allows the mapping of indoor frames which are installed in metro and railway stations. As the model used for outdoor frames could not be used to calculate the probability of contacts with frames in stations and subway stations, a specific model for this type of frame has been developed. This model is developed in the methodology available on the FTP server. 2.4 Reporting & evaluation tool The market is currently using a reporting & evaluation tool that was developed to evaluate campaigns and network performance for the OOH medium on the Belgian market. This tool allows users to create and evaluate campaigns based on networks but also to analyze performances on individual frame level. The following screenshots illustrate the current tool. 9/22

10 Figure 4. Selection of networks in CIMAffichage Figure 5. Result page in CIMAffichage 10/22

11 An important functionality of the current tool is the possibility to generate a complete CIM Data Sheet for a campaign. The CIM Data Sheet gives detailed KPI s of the campaign in terms of performance last period (7, 14 or 21 days) including information on audience accumulation, GRP, OTS and Net Coverage. The CIM Data Sheet also shows a breakdown for different socio-demographic criteria. When the form is generated, the software asks to name the file, Excel starts and the plug for the campaign appears. Figure 6. CIM Data Sheet The software must also allow users to see details for all pre-defined networks. Each user must be able to view networks but the edition of the networks is only allowed to the network owner. The CIM OOH Technical Committee is currently looking for a new software that allows the calculation of performances of frames and networks (Contacts and VAC s). 11/22

12 3 The new CIM OOH Audience Study The CIM OOH Technical Committee wants to challenge the current approach and to design an innovative OOH audience measurement that will redefine the standards for OOH media-planning in Belgium. In this section, the CIM OOH Technical Committee is giving a detailed overview of the main challenges of this tender and how these should be addressed in terms of metrics and output and in terms of delivery systems. 3.1 Scope Designing a new OOH Audience measurement survey in Belgium will inevitably involve several disciplines, from data collection and delivery to data integration, including modelling and delivery systems. CIM invites all participants to this request for proposal to tender for the complete project or for specific modules that would bring a real added value to the project. The CIM OOH Technical Committee asks potential partners to this project to clearly define which types of modules they offer to deliver. The scope of the project can be described on different dimensions In terms of methodology VAI: Interested vendors are invited to present their approach on how to integrate VAI (Visibility Adjusted Index) and then the calculation of VAC (Visibility Adjusted Contact) 2 in the Belgian OOH audience measurement. This should include a recommendation on which visibility parameters should be (mandatory or not) taken into consideration, the calculation algorithm, and a detailed project planning. Parties will also make a motivated recommendation on the type of data sources and the exact algorithm used to calculate the VAI and describe the algorithm in detail. If the use of pictures is recommended, a precise proposal on the best way to gather pictures (photographs, Google Street View ) has to be included. TRAFFIC: The objective of CIM is to migrate from a complete modelled dataset to a more effective traffic measurement based on a hybrid approach including : a. Reliable data on the travels including real traffic data (third party data), b. Data collection for profiling and net reach calculation purposes. The Technical Committee expects the tendering parties to continue to use the available audience and profile data from the travel study for the duration of the contract. Solution providers should also propose models to calculate performances of outdoor and indoor frames, metro and railway stations, fixed or digital. The tendering parties are invited to identify relevant sources for both VAI and traffic data and integrate their cost, including updates, in their overall budget. 2 ESOMAR, Global Guidelines on Out-Of-Home Measurement 12/22

13 3.1.2 In terms of metrics and output Contacts on a face level (without VAI) Visibility Adjusted Contacts (VACs) on a face level Media-planning metrics: GRPs, Reach at different frequency levels (1+, 3+, etc.) and cost (C/000, C/GRP) Target audiences according to socio-demographic criteria available in the CIM studies Traffic data including profiles Net reach and accumulation for media-planning purposes Allow a split by quarter (season), day of the week, day-parts for total traffic and at network level or format level Reach accumulation per day, including incremental coverage Delivery by media owner, by environment, by format, Cross network analysis (total reach, exclusive reach and duplication) In terms of delivery systems The CIM OOH Technical Committee favours an integrated system in which different functionalities are included: a. A centralized Site Classification database accessible by web with differentiated access (company level) and permissions (person level); b. Mandatory integration of VAC parameters, allowing the real time calculation of VAC, including the possibility to integrate specific third party data, and the integration of Google Street View; c. Easy management of frames and networks, including possibility to add specific fields (points of interests, company frame ID s, etc.). d. A reporting & evaluation software that allows reach and frequency calculation for frames, networks and part of networks in order to deliver media-planning metrics: reach, frequency (avg. OTS and contact distribution) and GRP s on network level. The tool should allow users to create own networks. e. A web application that allows analysis on the traffic database (e.g. to estimate traffic volumes between two cities at a certain time of the day; inter-city travels by means of transport ). The CIM OOH Technical Committee will have a specific attention for the quality of the tools in terms of accuracy of data and results, but also in terms of flexibility and user-friendliness, including export capabilities, etc. Data should include an alert system if statistically not reliable In terms of publication frequency Currently, CIM publishes results to the market twice a year (January June): for each publication the inventory is updated, traffic data are updated once a year. The CIM OOH Technical Committee wants to increase the number of publications in order to offer the market the most correct inventory possible for all products. The CIM expects providers to propose solutions that allow more frequent updates, ideally once a month. 13/22

14 Figure 7. Graphic summary 3.2 Module 1. Centralized inventory and VAI The current software enables the media owners to manage and update their inventory regularly. The lack of centralisation and flexibility of the current software, makes each market update very time consuming and creates a huge risk factor due to the transfer and management of different files for the data update. The CIM OOH Technical Committee prefers to move to a centralized database with direct remote access (preferably webbased) with differentiated access and permission at user level. Potential suppliers are also invited to send to CIM a model of SLA in which the guarantees in terms of security, continuity and disaster recovery are clearly defined Formats The following formats have to be measured: Outdoor: roadside street furniture and billboards, including fixed, scrolling and tri-vision frame Indoor: frames in metro and train stations, inclusion digital Optional: Shopping malls and car parks The following table gives an overview of the different formats in the different environments: Mandatory : format is available and must be included in the inventory system Optional : format is available and can be included in the inventory system n.a : format is not available in the specified environment 14/22

15 Format Street Station Metro Parking Malls (indoor) (outdoor) <2m² optional optional optional optional optional 2m² mandatory mandatory mandatory optional optional 8m² mandatory n.a. n.a. optional n.a. 10m² mandatory n.a. n.a. optional n.a. 16m² mandatory n.a. n.a. optional n.a. 20m² mandatory n.a. n.a. optional n.a. 21m² mandatory n.a. n.a. optional n.a. 36m² mandatory n.a. n.a. optional n.a. 38m² mandatory n.a. n.a. optional n.a. Other (paper) mandatory mandatory mandatory optional optional Digital (all formats) mandatory mandatory mandatory optional optional The new methodology should also allow: - Measurement and modelling of digital formats which are developing very fast in malls, stations, etc. - Reporting of audiences according to day-parts. In countries like the UK and Germany, 4 day part levels are included morning, noon, evening and weekends as commuting is very different to weekday mobility. Reporting on a week vs weekend level is considered as a minimum requirement. Seasonality should also be taken into account Visibility parameters CIM wants to integrate VAC (Visibility Adjusted Contacts) in the measurement of the OOH audience in order to boost the credibility of the study, and meet international standards in terms of visibility and contact calculation. The notion of VAC has been introduced by Paul Barber and Simon Cooper and the main principles, algorithm and calculation mode are the foundations of many OOH surveys around the world. VAC is a well-known concept and is very well documented. Visibility parameters, used to calculate a VAI (Visibility Adjusted Index) weighting for each frame, may integrate for each frame different elements such as distance from the road, lightning, clutter, angle, etc. The Technical Committee is convinced of the importance of introducing VAC, if only to increase the credibility of Out-of-Home advertising. Two approaches are currently used to generate a visibility index of frames: - The first one consists of taking a photograph of each frame from to the different road segments from which the frame is visible, according to a well-defined methodology. - The other approach maximises the use of Google Street View technology to take a virtual picture of the frames. The CIM OOH Technical Committee is very concerned by this aspect of the project as it may affect the price/quality balance of the VAI introduction in a significant way. Therefore, the Technical Committee expects from potential suppliers a detailed and motivated recommendation (incl. pro s and con s) on the best approach. At this stage, the CIM Technical Committee is open to consider both approaches (photographs and Google Street View) as well as a hybrid approach that would consist in using pictures in the most cluttered environments (e.g. big cities) and Google Street View in less cluttered environments. Potential suppliers should also give detailed insights, based on their experience, on which visibility criteria should be mandatory in the VAI definition and which are optional. 15/22

16 Criteria influencing the visibility are: - Size - Eccentricity: distance from roadside, angle from the center of the road - Speed of passing traffic (average speed is always lower than maximum allowed speed) - Duration of visibility - Distance of visibility - Illumination (on/off) - Scrolling - Digital - Angle (head-on parallel) - Position to left or right of passer-by - Transport mean (pedestrian/vehicle/tram and bus users) - Visual clutter - Mandatory factors for the Belgian market: - Distance from the road - Position/orientation - Speed - Size - Scrolling - Digital - Angle - Illumination 3.3 Module 2. Traffic data collection CIM has organized a travel survey in based on about day diaries. This travel database is being renewed since 2012 with new diaries each year till In the future, the CIM OOH Technical Committee is considering a 2 layer s approach relying on a better balance between data collection and modelling Universe The universe of the Belgian OOH Audience Study includes all individuals living in Belgium aged 12+. Results are published on network level for all frames that are included in the 48 main cities, even if the traffic survey also includes the collection of data (in terms of origin and destination) outside the 48 main cities. The CIM OOH Technical Committee considers to deliver in the future information on the audience of its networks for the whole Belgian territory. a. Mandatory: the CIM OOH Technical Committee wants to include at least all the actual locations/inventory (48 main cities). b. The CIM OOH Technical Committee wants to evaluate the possibility to extend the universe to frames outside of these 48 mains cities. c. Optionally, the universe can be extended to specific infrastructures such as malls and underground car parks Traffic counts The CIM OOH Technical Committee wants to maximize the use of existing data (third party surveys, e.g. government surveys, traffic counts, big data of traffic flows, incl. passive data collection) in order to quantify the volume of the moves. This should generate gross traffic volume data, whether or not modelled. 16/22

17 3.3.3 Traffic modelling The CIM OOH Technical Committee also wants to reconsider the way trips are (re)constructed between the origin and destination points that are collected in the travel survey. At this moment, CIM uses modelling that relies on: - the definition of maximum 4 possible trips between point A and point B, - the attribution of a probability to each of these roads according to socio-demographic criteria, the purpose of the trip, The Technical Committee is willing to consider all valuable options that meet current industry standards: - a full modelling approach with the same or new modelling, if it s validated by real traffic data - use only real traffic data - or a mixed approach (enhanced modelling) The Technical Committee is very interested in solutions that allow to take real traffic situations into account, with key parameters such as day in the week (at least week vs. weekend), day-parts, seasonality, traffic density and effective average speed. The Technical Committee is ready to evaluate the use of big data such as traffic flows & traffic counts to determine the road segments that are followed by the population at different moments of the day, including average speed, traffic congestion, etc. This would minimize the need for extensive modelling Profiling The CIM OOH Technical Committee is aware that a survey part could still be necessary, mainly to determine profiles (socio-demographics) and because existing big traffic data will probably not concern all means of transport in the same way. Depending on the traffic counts methodology, a smaller, but geographically and socio-demographically representative, sample could be used to qualify the travelling in terms of socio-demographic criteria. Rather than relying on declared data, passive measurement might be used to track of the roads that people really use, again reducing the need for substantial modelling. Note that, as we already mentioned in section 2.1, CIM has been collecting diaries in the period and started a travel survey in 2011 which will add new diaries over a period of 4 years. This dataset can further be used / integrated in the new global approach. 3.4 Module 3. Software delivery system The Technical Committee strongly favors a single delivery system that technically integrates all exploitation levels, but allows functional differentiation by different access levels. A centralized, web based platform is the preferred solution Inventory management The nature and quality of the inventory management part is of outmost importance to the CIM. Potential suppliers should include a detailed description of their system and provide a demo of its interfaces and use. A web based demo is here the preferred option. 17/22

18 The inventory management tool should allow the real time calculation of audiences and contacts whenever changes are made to individual frames or networks Media Planning CIM allows its subscribers to use traffic and profile data at the level of commercial networks. The flexibility in selecting networks, time periods and target groups, as well as the detail of available performance parameters is of the outmost importance to the CIM. Potential suppliers should include a detailed description of their system that allows the evaluation of the nature and quality of the planning software, including a detailed description of the way contact accumulation at individual level is calculated. They should provide a demo of its interfaces and use (a web based demo is here the preferred option). The CIM OOH Technical Committee expects a detailed description of the functionalities (incl. screenshots) as well as a description of the accumulation formula that is used to calculate the net reach of a campaign based on available data from the current travel survey (7 day diary for each respondent). The main functionalities expected are the following: General Define a campaign period and contact intervals Create, edit, evaluate and save campaigns that consist in the selection of different networks User interface in three languages: English, French and Dutch Choice of target Groups Create, edit and save target groups according to socio-demographic criteria Choice of products (networks, frames) Manage lists of networks (even with different duration : 7, 14, 21 days) and list of individual frames Import and export list of frame that are part of a network Create and edit networks Reporting and evaluation Easy integration of networks that should be integrated in the media plan, allowing correct contact distribution corresponding to real posting dates KPI s that are included in the reporting are: o Overall campaign information : name of the media-planner, campaign period, (start and end date), number of frames and networks included in the schedule, o Included networks: network names, owners, period, number of frames o Prices o KPI s on target level Target name Population (000) Net Audience (000) Reach 1+ (%) Reach n+ (%) (n can be defined by the media planner) OTS VAC Contacts (000) GRP s Selectivity o Number of frames : breakdown by city 18/22

19 o o o o o o o Contacts breakdown by transport mode Contacts breakdown by environment (indoor, outdoor, malls ) Contacts breakdown by format Contacts breakdown by travel objective Contacts breakdown by day-part Frequency distribution (reach per contact level and cumulative) Results per individual day Target name Net Audience (000) Reach 1+ (%) OTS VAC Contacts (000) GRP s 4 Tender procedure 4.1 Timeline Timeline CIM to send out RFP s to solution providers 04/02/2015 Additional questions solution providers to CIM Preferably no later than 16/02/2015 CIM to answer additional questions Before 25/02/2015 Confirmation & scope of interest by mail 25/02/2015 Offers to be delivered to CIM 15/04/2015 Pre-selection potential candidates 30/04/2015 Presentations of the proposals to Technical Committee 04+06/05/2015 Technical selection of candidates 20/05/2015 Presentation proposals to Purchase Committee 29/05/ /06/2015 Recommendation of Purchase Committee 12/06/2015 Final decision by Board 23/06/ Ownership of the data Any proposal for this tender should acknowledge that the CIM is the sole owner of all the data produced. Access to that data is reserved for subscribers to the CIM Out-of-Home study only. No commercialization may occur without the prior permission of the owner. Any use of data outside the scope of the publication requirements of the contract will only be allowed upon approval in advance by the CIM, independent of the fact whether beneficiaries are member of CIM or not. 19/22

20 4.3 A written proposal The solution providers must provide two documents, one with and another without budgets associated to the proposed solutions, the former being primarily aimed at the Purchase Committee, the latter at the Technical Committee. The CIM allows the solution providers to partner with one or more other solution providers. In the case of a joint collaboration, the proposal will specify the lead solution provider and the tasks of each partner in each phase of the study. Proposals will be sent by to Stef Peeters, General Manager ([email protected]) and to [email protected] or by regular post to CIM, Avenue Hermann-Debroux 46, 1160 Brussels. Due date is 15 th April The proposal must also include an executive summary. 4.4 Oral presentation Each solution provider will be invited to present its proposed solution to the CIM OOH Technical Committee, at the CIM Offices. Every solution provider will have one hour to present their solution. There is no need to present the solution provider during this session (this should be done in the written proposal). An additional 30 minutes will be reserved for a question and answer session. 4.5 Distribution of tender This tender will be published on the website of Febelmar ( and sent directly to following non-exclusive list of suppliers and CIM partners: AQRate Bucknull & Masson Cuende Infometrics DataFOWARDS Flow / BeMobile Geo Solution GfK GIM Ipsos MGE Data Pointlogic Simon Cooper/Cafas Stratec Telmar TNS Media 4.6 Awarding procedure In a first stage, all proposals will be subject to a technical evaluation by the CIM OOH Technical Committee. The Technical Committee can ask additional information if necessary. The criteria used by the Technical Committee, and their relative importance, are described in the table below. Solution providers are free to choose for which module(s) they want to make an offer. CIM may invite them to collaborate with other parties in order to cope with the full scope of the project. 20/22

21 TECHNICAL EVALUATION MODULE 1 : CENTRALIZED INVENTORY / VAI 15 Proposed methodology for integration of VAC s in the OOH Audience, including algorithm Recommendation on the use of third party data to calculate VAI The recommendation on the approach to measure digital screens The recommendation on how to optimize the frequency of updates MODULE 2 : TRAFFIC DATA AND AUDIENCE MODELLING 20 The way traffic should be measured in the future (including use of third party data and passive interviewing interrogation methods) Proposed methodology for calculation audiences Proposed method to calculate contact accumulation Recommendation on the use of third party data to enhance or replace the actual modelling The recommendation on the approach to measure digital screens The recommendation on how to optimize the frequency of updates MODULE 3 : SOFTWARE DELIVERY SYSTEM 20 CENTRALIZED INVENTORY User-friendliness Integration with module 2 Quality of exports Manage access and permissions TRAFFIC DATA AND AUDIENCE MODELLING User-friendliness Integration with module 1 Compliance with output requirements Accuracy Quality of exports INTEGRATION OF THE INVENTORY MANAGEMENT SYSTEM AND MEDIA PLANNING TOOL OPERATIONAL CAPACITIES 10 Project planning & project description Frame inventory migration Type and quality of controls Transparency in reporting on operational processes CREDIBILITY 10 Experience and credibility Proposed service level agreement Identification of credible, realistic and budgeted traffic sources Quality, experience and availability of project and support team In a second phase, the CIM Purchase Committee will evaluate the financial aspects and the price/quality ratio. Solution providers are allowed to make only one, best & final price offer. These offerings will be treated confidentially. The Purchase Committee may ask for a modification of a specific budget line, but only if it considers the assumptions underlying the calculation to be questionable (e.g. response %, modelling time ). The yearly budget of the OOH study for the past 4 years was on average between and This includes a traffic survey, software licenses for site classification and media-planning tool, data migration and integration. The contract will be awarded for 3 years, with a possible renewal of 2x one year. 21/22

22 The Purchase Committee will make a final recommendation to the CIM Board integrating the technical (75%) and the financial evaluations (25%). This ranking will be proposed to the Board of the CIM. The Board will make the final decision based on its own appreciation of all known elements. There is no appeal possible. The CIM has no obligation to motivate the result of the awarding process. The CIM has the right not to award parts of the requested proposal. The CIM has the right to stop the tender procedure without obligation to motivate its decision or compensate participants. All contracts will include explicit service level agreements. These agreements will include, amongst others, the data quality and the delivery timings of the data. This list is not exhaustive. The service level agreement will include the use of incentives and penalties. Brussels, January, /22