Occupancy Analysis
Gewista masterminded the ABA assessment system in 2000 – a nationwide assessment of the Austrian billboard network – on behalf of the Austrian billboard industry. For the first time all billboard surfaces were assessed and their media value measured; the crucial parameters were frequency, size of billboard surface location, visibility and average speed of the road user (car, pedestrian, etc.). This resulted in the unit of measurement of Billboard Value (BV) which reflected the weighted daily frequency or rather the details of contact.
4 qualities of category were defined based on the ABA:
- Standard
- Select
- Top
- Star with the sub-categories Star, Star Plus and Superstar
Star represents the category with the highest quality performance.
The GAMA Occupancy Analysis shows how many surfaces were occupied and in which categories. It also shows how high the density of a campaign in one category is in comparison to an overall offer of billboard surfaces in that category. Of course, the occupancy analysis can be linked with the Geographical Information System (known as GIS) which visualises statistical data in relation to an area: Density of population, traffic systems, purchasing power, household size, etc. It shows at a glance the urban concentrations at the heart of a campaign and which target groups or target locations received particular consideration.