This is a Outdoor Advertising Metric Dashboard (Diamond) Report, it is one of reports that Balanced Scorecard Designer can generate for Outdoor Advertising KPI. With this software you can also design your own scorecards, KPIs and metrics.

Outdoor-advertising-scorecard

Report includes: 1 day(s), from 28.10.2008 to 28.10.2008

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End value

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Outdoor-advertising-scorecard

63,42 %

0 %

Financial perspective	(25%, 0%)
Internal perspective	(71,9%, 0%)
Growth and development perspective	(58,8%, 0%)
Customer perspective	(67,8%, 0%)

Graph for Outdoor-advertising-scorecard

Data for Outdoor-advertising-scorecard

Dates	Value
28.10.2008	63,42

Financial perspective

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Start value

End value

Dynamic

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Financial perspective

25,02 %

Outdoor-advertising-scorecard

Indicators

Cost outdoor /Sv (cost of outdoor advertising to sales volume ratio)

Cost outdoor / In ratio (Cost of outdoor advertising to number of Inquiries ratio)

Graph for Financial perspective

Data for Financial perspective

Dates	Value	Weight
28.10.2008	25,02	1

Cost outdoor /Sv (cost of outdoor advertising to sales volume ratio)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Cost outdoor /Sv (cost of outdoor advertising to sales volume ratio)	63,3	63,3	0	%	Minimize	Financial perspective

Description Though there is no evidence for the direct relations between C and S, especially for outdoor advertising, this ratio shows the general trend. C/S differs from industry to industry, largely depends on competition and allows for budgeting and for comparison with competitors' activities and with the average for the industry.
Target description With a view to cost-cutting it is useful to keep it as low as possible.

Graph for Cost outdoor /Sv (cost of outdoor advertising to sales volume ratio)

Data for Cost outdoor /Sv (cost of outdoor advertising to sales volume ratio)

Dates	Weight	Min	Max	Value
28.10.2008	6	0	100	63,3

Cost outdoor / In ratio (Cost of outdoor advertising to number of Inquiries ratio)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Cost outdoor / In ratio (Cost of outdoor advertising to number of Inquiries ratio)	92,5	92,5	0	Score	Minimize	Financial perspective

Description This indicator allows for approximate calculation of cost per inquiry (CPI), but outdoor advertising should be principal media vehicle that is a rather rare case.
Target description With a view to advertising efficiency the less this indicator is the better.

Graph for Cost outdoor / In ratio (Cost of outdoor advertising to number of Inquiries ratio)

Data for Cost outdoor / In ratio (Cost of outdoor advertising to number of Inquiries ratio)

Dates	Weight	Min	Max	Value
28.10.2008	4	0	100	92,5

Internal perspective

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Start value

End value

Dynamic

Parent

Contains

Internal perspective

71,95 %

Outdoor-advertising-scorecard

Indicators

Actual number/type of sites/ number/type of sites planned

Budget allocated for the outdoor advertising/ budget spent.

Percentage of outdoor campaigns that fail to start/end in due time *

Number of photo reports actually received to number of photo reports planned *

* - Information for this metric is limited in sample report

Graph for Internal perspective

Data for Internal perspective

Dates	Value	Weight
28.10.2008	71,95	3

Actual number/type of sites/ number/type of sites planned

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Actual number/type of sites/ number/type of sites planned	63,75	63,75	0	%	Maximize	Internal perspective

Description As a rule, the Marketing Communication Plan identifies the strategies, objectives, budgets and the range of the marketing communications activities, including outdoor advertising. If the number of sites purchased is significantly low or above the specified, or differs dramatically in geography or in quality, it is the reason for making inquiries into the work of marketing and advertising departments.
Target description The number/type of sites purchased for outdoor advertising should equal or about to equal to the number that was planned that is to say to 100%.

Graph for Actual number/type of sites/ number/type of sites planned

Data for Actual number/type of sites/ number/type of sites planned

Dates	Weight	Min	Max	Value
28.10.2008	1	0	150	63,75

Budget allocated for the outdoor advertising/ budget spent.

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Budget allocated for the outdoor advertising/ budget spent.	11,3	11,3	0	%	Minimize	Internal perspective

Description As a rule, the Marketing Communication Plan identifies the strategies, objectives, budgets and the range of the marketing communications activities, including outdoor advertising. If the budget spent is significantly low or above the specified, it is the reason for making inquiries into the work of marketing and advertising departments.
Target description The budget spent on outdoor advertising should match as closely as possible the budget allocated and specified in the MCP. That is to say to the ratio should equal to 100%.

Graph for Budget allocated for the outdoor advertising/ budget spent.

Data for Budget allocated for the outdoor advertising/ budget spent.

Dates	Weight	Min	Max	Value
28.10.2008	6	0	100	11,3

Growth and development perspective

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Start value

End value

Dynamic

Parent

Contains

Growth and development perspective

58,76 %

Outdoor-advertising-scorecard

Indicators

SOV outdoor /Competitors' SOV outdoor ratio

SOV outdoor /SOM ratio (share of voice/share of market)

Graph for Growth and development perspective

Data for Growth and development perspective

Dates	Value	Weight
28.10.2008	58,76	1

SOV outdoor /Competitors' SOV outdoor ratio

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	SOV outdoor /Competitors' SOV outdoor ratio	45,75	45,75	0	%	Maximize	Growth and development perspective

Description Total of all outdoor advertising expenditures (outdoor adspend) of the company in comparison to the outdoor advertising expenditures made by main competitors. SOV indicates what company has more chances that its messages will be seen. The detailed information can be purchased from specialized monitoring agencies.
Target description SOV outdoor /Competitors' SOV outdoor should equal/be more than 100%.

Graph for SOV outdoor /Competitors' SOV outdoor ratio

Data for SOV outdoor /Competitors' SOV outdoor ratio

Dates	Weight	Min	Max	Value
28.10.2008	4	0	150	45,75

SOV outdoor /SOM ratio (share of voice/share of market)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	SOV outdoor /SOM ratio (share of voice/share of market)	61,2	61,2	0	%	Minimize	Growth and development perspective

Description Share of voice is the total of all outdoor advertising expenditures (outdoor adspend), that is all advertising by all players, analyzed in the proportions each player has made to the total and its relations to the market share. The detailed information can be purchased from specialized monitoring agencies.
Target description the ratio should equal to 1, that is to say SOV=SOM, otherwise there appear a disequilibrium, though the company may choose to create it pursuing some of the strategies.

Graph for SOV outdoor /SOM ratio (share of voice/share of market)

Data for SOV outdoor /SOM ratio (share of voice/share of market)

Dates	Weight	Min	Max	Value
28.10.2008	6	50	100	61,2

Customer perspective

Name

Start value

End value

Dynamic

Parent

Contains

Customer perspective

67,78 %

Outdoor-advertising-scorecard

Indicators

Awareness growth (%) following the outdoor ad campaign

Number of sites/Ig ratio (number of sites purchased to inquiries growth ratio)

Sm2/Ig ratio (square meters of outdoor space purchased to inquiries growth ratio) *

Inquiries growth (%) following the outdoor ad campaign *

Percentage of mistakes that may be perceived by customers as mistakes. *

* - Information for this metric is limited in sample report

Graph for Customer perspective

Data for Customer perspective

Dates	Value	Weight
28.10.2008	67,78	4

Awareness growth (%) following the outdoor ad campaign

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Awareness growth (%) following the outdoor ad campaign	71,2	71,2	0	%	Maximize	Customer perspective

Description As a rule, the increase in awareness is the main objective of the advertising campaign and the principal method to control its results.
Target description This percentage must be as high as possible and meet or be about to meet the objectives of the campaign.

Graph for Awareness growth (%) following the outdoor ad campaign

Data for Awareness growth (%) following the outdoor ad campaign

Dates	Weight	Min	Max	Value
28.10.2008	5	0	100	71,2

Number of sites/Ig ratio (number of sites purchased to inquiries growth ratio)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Number of sites/Ig ratio (number of sites purchased to inquiries growth ratio)	26,2	26,2	0	%	Minimize	Customer perspective

Description The ratio indicates the relation between number of sites purchased and number of inquiries. It may be measured for each campaign to analyze the most efficient quantity.
Target description The ratio should be stable or decrease; the growth means that it is of no use to purchase more advertising sites.

Graph for Number of sites/Ig ratio (number of sites purchased to inquiries growth ratio)

Data for Number of sites/Ig ratio (number of sites purchased to inquiries growth ratio)

Dates	Weight	Min	Max	Value
28.10.2008	1	0	100	26,2

Created by: AKS-Labs
Report created with Balanced Scorecard Designer at 20.11.2008 17:24:56