This morning, PANI’s first business breakfast event of 2013 took place focusing on outdoor media research in the form of JNOR (Joint National Outdoor Research). The theme was accountability and effectiveness for this advertising medium.
The event was packed and attendees got to hear from Philip Sherwood, CEO of JNOR (Ireland), Mark Irwin, Media Director at Ardmore Advertising and Tony Axon, Media Director at Navigator Blue.
Philip highlighted the structure of the research and each of the elements that are combined to give a Visibility Adjusted Contact (VAC) measure for outdoor - a net audience figure that is more accurate than OTS.
Mark and Tony were able to give insights from a media planner and buyer perspective. Both Mark and Tony also have in-depth understanding of the JNOR project as JNOR Technical Committee members.
From a practical perspective, they showed the campaign insight that JNOR and the operating system, CAFAS, deliver pre and post campaign. It’s all about who will see your advertising campaign, and this is what JNOR provides.
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