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Outdoor-advertising-scorecard

Report includes: 1 month(s) 49 day(s), from 05.04.2008 to 24.05.2008

Name

Start value

End value

Dynamic

Contains

Outdoor-advertising-scorecard

46,39 %

38,84 %

-7,55 %

Financial perspective	(86,9%, 35,16%)
Internal perspective	(52,1%, 19,66%)
Growth and development perspective	(55,3%, 7,02%)
Customer perspective	(12,8%, -42,27%)

Graph for Outdoor-advertising-scorecard

Data for Outdoor-advertising-scorecard

Dates	Value
05.04.2008	46,39
12.04.2008	57,5
19.04.2008	42,64
26.04.2008	35,04
03.05.2008	49,66
10.05.2008	40,83
17.05.2008	49,52
24.05.2008	38,84

Financial perspective

Name

Start value

End value

Dynamic

Parent

Contains

Financial perspective

51,74 %

86,9 %

+ 35,16%

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
05.04.2008	51,74	1
12.04.2008	39,92	1
19.04.2008	31,24	1
26.04.2008	41,12	1
03.05.2008	43,48	1
10.05.2008	77,64	1
17.05.2008	21,72	1
24.05.2008	86,9	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)	18,1	7,1	-11	%	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
05.04.2008	6	0	100	18,1
12.04.2008	6	0	100	91
19.04.2008	6	0	100	81,2
26.04.2008	6	0	100	37,8
03.05.2008	6	0	100	70,8
10.05.2008	6	0	100	14,4
17.05.2008	6	0	100	89,6
24.05.2008	6	0	100	7,1

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)	93,5	22,1	-71,4	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
05.04.2008	4	0	100	93,5
12.04.2008	4	0	100	13,7
19.04.2008	4	0	100	50,1
26.04.2008	4	0	100	90,5
03.05.2008	4	0	100	35,1
10.05.2008	4	0	100	34,3
17.05.2008	4	0	100	61,3
24.05.2008	4	0	100	22,1

Internal perspective

Name

Start value

End value

Dynamic

Parent

Contains

Internal perspective

32,42 %

52,08 %

+ 19,66%

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
05.04.2008	32,42	3
12.04.2008	84,38	3
19.04.2008	60,83	3
26.04.2008	32,38	3
03.05.2008	83,31	3
10.05.2008	28,4	3
17.05.2008	79,24	3
24.05.2008	52,08	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	58,8	43,05	-15,75	%	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
05.04.2008	1	0	150	58,8
12.04.2008	1	0	150	50,55
19.04.2008	1	0	150	133,5
26.04.2008	1	0	150	142,8
03.05.2008	1	0	150	109,8
10.05.2008	1	0	150	37,2
17.05.2008	1	0	150	75,3
24.05.2008	1	0	150	43,05

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.	76,7	61,2	-15,5	%	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
05.04.2008	6	0	100	76,7
12.04.2008	6	0	100	9,6
19.04.2008	6	0	100	49
26.04.2008	6	0	100	90,8
03.05.2008	6	0	100	0,9
10.05.2008	6	0	100	70,1
17.05.2008	6	0	100	0,7
24.05.2008	6	0	100	61,2

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

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Percentage of outdoor campaigns that fail to start/end in due time	38	4,7	-33,3	%	Minimize	Internal perspective

Description This indicator may reveal some inefficiency either in management or in the competence of the personnel involved and may indicate that close monitoring of the work of marketing and advertising departments is required.
Target description ideally, this ratio should equal to 0.

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

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

Dates	Weight	Min	Max	Value
05.04.2008	1	0	100	38
12.04.2008	1	0	100	8,7
19.04.2008	1	0	100	3,7
26.04.2008	1	0	100	36
03.05.2008	1	0	100	63,5
10.05.2008	1	0	100	56,2
17.05.2008	1	0	100	46,2
24.05.2008	1	0	100	4,7

Growth and development perspective

Name

Start value

End value

Dynamic

Parent

Contains

Growth and development perspective

48,32 %

55,34 %

+ 7,02%

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
05.04.2008	48,32	1
12.04.2008	66,92	1
19.04.2008	57,42	1
26.04.2008	47,18	1
03.05.2008	45,14	1
10.05.2008	83,02	1
17.05.2008	43,68	1
24.05.2008	55,34	1

SOV outdoor /Competitors' SOV outdoor ratio

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	SOV outdoor /Competitors' SOV outdoor ratio	38,55	106,95	+ 68,4	%	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
05.04.2008	4	0	150	38,55
12.04.2008	4	0	150	87,6
19.04.2008	4	0	150	99,45
26.04.2008	4	0	150	20,55
03.05.2008	4	0	150	77,25
10.05.2008	4	0	150	102,3
17.05.2008	4	0	150	45,45
24.05.2008	4	0	150	106,95

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)	68,3	77,65	+ 9,35	%	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
05.04.2008	6	50	100	68,3
12.04.2008	6	50	100	63,7
19.04.2008	6	50	100	74,25
26.04.2008	6	50	100	65,25
03.05.2008	6	50	100	79,55
10.05.2008	6	50	100	53,55
17.05.2008	6	50	100	73,7
24.05.2008	6	50	100	77,65

Customer perspective

Name

Start value

End value

Dynamic

Parent

Contains

Customer perspective

55,05 %

12,78 %

-42,27%

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
05.04.2008	55,05	4
12.04.2008	39,37	4
19.04.2008	28,15	4
26.04.2008	32,48	4
03.05.2008	27,09	4
10.05.2008	30,41	4
17.05.2008	35,65	4
24.05.2008	12,78	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	73,9	1,2	-72,7	%	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
05.04.2008	5	0	100	73,9
12.04.2008	5	0	100	26,3
19.04.2008	5	0	100	24
26.04.2008	5	0	100	13,4
03.05.2008	5	0	100	5,7
10.05.2008	5	0	100	13,8
17.05.2008	5	0	100	22,3
24.05.2008	5	0	100	1,2

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)	92,1	72,6	-19,5	%	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
05.04.2008	1	0	100	92,1
12.04.2008	1	0	100	16,1
19.04.2008	1	0	100	42,2
26.04.2008	1	0	100	32,4
03.05.2008	1	0	100	49,2
10.05.2008	1	0	100	19,1
17.05.2008	1	0	100	17,7
24.05.2008	1	0	100	72,6

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

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Sm2/Ig ratio (square meters of outdoor space purchased to inquiries growth ratio)	58,1	72,2	+ 14,1	%	Minimize	Customer perspective

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

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

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

Dates	Weight	Min	Max	Value
05.04.2008	1	0	100	58,1
12.04.2008	1	0	100	76
19.04.2008	1	0	100	24,4
26.04.2008	1	0	100	21,1
03.05.2008	1	0	100	96,9
10.05.2008	1	0	100	58,3
17.05.2008	1	0	100	3
24.05.2008	1	0	100	72,2

Created by: AKS-Labs
Report created with Balanced Scorecard Designer at 28.04.2008 23:55:19