ADVERTISING VALUE ANALYSIS – ISTANBUL METROPOLITAN MUNICIPALITY
QUESTION:
“What is the value of the billboards available in different arteries? How should advertising media areas be classified and how should they be evaluated? In which locations should new advertising channels be placed?”
SOLUTION:
- The accuracy of the data to be used in the study was checked and up-to-dateness was obtained.
- The positions of the ad inventories were updated by the field teams.
- Data related to demographic structure and environmental data such as traffic density were taken into account through the current advertising inventory, and a data model was created that determines advertising values.
- Advertising value scores were mapped within the scope of main arteries detail and a location selection model was established for new advertising items.
RESULT:
Advertising value scores in the range of 1-100 points were defined for the 5,200 km road network and 16.000 advertising items in Istanbul. Thanks to the advertisement value map and the updated advertisement inventory, input was provided to the Advertisement Inventory Regulation on which the local government was working.
