{"id":2995,"date":"2020-09-15T15:53:51","date_gmt":"2020-09-15T08:53:51","guid":{"rendered":"https:\/\/compasstech.asia?p=2995"},"modified":"2020-09-15T15:56:02","modified_gmt":"2020-09-15T08:56:02","slug":"the-largest-outdoor-advertising-measurement-company-in-vietnam-compass-tech","status":"publish","type":"post","link":"https:\/\/compasstech.asia\/en\/the-largest-outdoor-advertising-measurement-company-in-vietnam-compass-tech.html","title":{"rendered":"THE LARGEST OUTDOOR ADVERTISING MEASUREMENT COMPANY IN VIETNAM \u2013 COMPASS TECH"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><em>Compass Tech strives to research and develop special measurement standards, pioneering the improvement of the outdoor advertising industry, bringing high efficiency to businesses.<\/em><\/span><\/p>\n<h2 style=\"text-align: justify;\"><strong><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">The effectiveness of OOH is still unknown:<\/span><\/strong><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">For a long time, measuring outdoor advertising has become a big demand and challenge for businesses. Many outdoor advertising companies still cannot prove their effectiveness with the budget used for OOH; provide useful measurement data for customers. Leading to:<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">It is difficult to plan and measure advertising effectiveness based on budget.<\/span><\/li>\n<li><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">Does not prove effective even though this is a good type, cheap, highly interactive.<\/span><\/li>\n<li><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">Reduced communication effectiveness of the campaign due to choosing the wrong billboard, buying the wrong location<\/span><\/li>\n<li><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">Waste of budget because of choosing an inappropriate billboard.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">In Vietnam, according to Compass Tech\u2019s research on the revenue of the advertising industry is estimated at 300-400 million USD\/year but the field of measurement proving the effectiveness of OOH is still unknown.<\/span><\/p>\n<figure id=\"attachment_2997\" aria-describedby=\"caption-attachment-2997\" style=\"width: 992px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2997 \" src=\"https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-measurement-advertisng.jpg\" alt=\"outdoor advertising measurement\" width=\"992\" height=\"589\" srcset=\"https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-measurement-advertisng.jpg 1600w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-measurement-advertisng-300x178.jpg 300w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-measurement-advertisng-1024x608.jpg 1024w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-measurement-advertisng-768x456.jpg 768w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-measurement-advertisng-1536x912.jpg 1536w\" sizes=\"auto, (max-width: 992px) 100vw, 992px\" \/><figcaption id=\"caption-attachment-2997\" class=\"wp-caption-text\"><span style=\"font-family: 'times new roman', times, serif; font-size: 12pt;\">Camera measuring traffic flow at LED Ly Chinh Thang, Ho Chi Minh, Vietnam (outdoor advertising measurement)<\/span><\/figcaption><\/figure>\n<p style=\"text-align: justify;\">\n<h2 style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>Why advertising companies have not proved OOH effectiveness in Vietnam?<\/strong><\/span><\/h2>\n<h3 style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>Lack of the basis of measurement theory and appropriate measurement technology:<\/strong><\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">In Vietnam, the measurement of outdoor advertising is assessed to be quite complex, each company measuring each type and the figures are not identical. Most of these measurement services do not demonstrate measurement methods; measurement data \u2013 leading to debate and unreliability of customers even though they spend a lot of money on this.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>Optimize technology and measure costs:<\/strong><\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">In developed countries, measuring traffic volume is quite easy through data analysis from black gps boxes on cars. However, the above method can only be applied on roads with clear and spacious traffic density without being overlapped.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">Therefore, it is difficult to have any method of measuring roads with conventional cameras that can fit the density of motorbikes and crowded as in Vietnam. On the other hand, with the status of billboards mostly complicated positions with many views: intersection, rotation, on the bridge, \u2026 To digitize the factors of \u201cattention vision\u201d, \u201cvisibility Glimpse \u201d,\u201c shielding rate \u201dfor these positions, requires the evaluation and calculation of factors to be very complete and objective.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">Although difficult, but not necessarily a solution, the problem is that every business needs to choose a method that has both reasonable and cost-effective measurement technology and the highest possible accurac.<\/span><\/p>\n<div id='gallery-1' class='gallery galleryid-2995 gallery-columns-2 gallery-size-large'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/compasstech.asia\/en\/the-largest-outdoor-advertising-measurement-company-in-vietnam-compass-tech.html\/camera-installation-outdoor-advertising-measurement-2'><img loading=\"lazy\" decoding=\"async\" width=\"847\" height=\"635\" src=\"https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/camera-installation-outdoor-advertising-measurement-2-1024x768.jpg\" class=\"attachment-large size-large\" alt=\"camera installation\" aria-describedby=\"gallery-1-3000\" srcset=\"https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/camera-installation-outdoor-advertising-measurement-2-1024x768.jpg 1024w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/camera-installation-outdoor-advertising-measurement-2-300x225.jpg 300w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/camera-installation-outdoor-advertising-measurement-2-768x576.jpg 768w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/camera-installation-outdoor-advertising-measurement-2.jpg 1280w\" sizes=\"auto, (max-width: 847px) 100vw, 847px\" data-id=\"3000\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-3000'>\n\t\t\t\tThe camera measures the number of people passing through\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/compasstech.asia\/en\/the-largest-outdoor-advertising-measurement-company-in-vietnam-compass-tech.html\/camera-installation-outdoor-advertising-measurement'><img loading=\"lazy\" decoding=\"async\" width=\"847\" height=\"635\" src=\"https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/camera-installation-outdoor-advertising-measurement-1024x768.jpg\" class=\"attachment-large size-large\" alt=\"camera installation\" aria-describedby=\"gallery-1-3001\" srcset=\"https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/camera-installation-outdoor-advertising-measurement-1024x768.jpg 1024w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/camera-installation-outdoor-advertising-measurement-300x225.jpg 300w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/camera-installation-outdoor-advertising-measurement-768x576.jpg 768w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/camera-installation-outdoor-advertising-measurement.jpg 1280w\" sizes=\"auto, (max-width: 847px) 100vw, 847px\" data-id=\"3001\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-3001'>\n\t\t\t\tcamera installation technician\n\t\t\t\t<\/figcaption><\/figure>\n\t\t<\/div>\n\n<h3 style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>Challenges in terms of rating and evaluation:<\/strong><\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">General information and construction of evaluation scorecard, ranking board must be done by experts in outdoor advertising industry. Therefore, the construction of score system and method of evaluation also requires the following strict requirements:<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">+ Actual measurement: Customers, readers of measurement certificates are full of information and quickly understand the essential factors. They can use important information in billboard trading, planning,\u2026<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">+ Transparency in measurement data: Specific measurement methods, measurement time, authenticated images, etc.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>Compass Tech\u2019s outdoor advertising measurement solution:<\/strong><\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>OTC<\/strong>: Opportunity to Contact \u2013how many people could come through and see your outdoor ads.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>VAC<\/strong>: Visually Adjusted Contact \u2013number of people who saw the advert during the outdoor campaign.<\/span><\/p>\n<figure id=\"attachment_2999\" aria-describedby=\"caption-attachment-2999\" style=\"width: 729px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2999 size-full\" src=\"https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/OTC-VAC-LED-Ly-Chinh-Thang-outdor-advertising-measurement-e1600155449209.jpg\" alt=\"Outdoor Advertising measurement\" width=\"729\" height=\"567\" srcset=\"https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/OTC-VAC-LED-Ly-Chinh-Thang-outdor-advertising-measurement-e1600155449209.jpg 729w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/OTC-VAC-LED-Ly-Chinh-Thang-outdor-advertising-measurement-e1600155449209-300x233.jpg 300w\" sizes=\"auto, (max-width: 729px) 100vw, 729px\" \/><figcaption id=\"caption-attachment-2999\" class=\"wp-caption-text\">OTC, VAC LED Ly Chinh Thang (outdor advertising measurement)<\/figcaption><\/figure>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">These are the most basic and essential parameters that are researched and proposed by the European Communication and Marketing Association (Esomar) to measure the effectiveness of outdoor advertising.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">However, depending on the traffic characteristics of each country, there are suitable outdoor advertising measurement techniques. For example, in the Vietnamese market, the traffic flow mainly comes from a large number of motorbikes, does not follow the lane between the roads, creating a technical challenge of measuring traffic flow by camera.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">Compass Tech is a pioneer in using Machine Learning and Computer Vision technology in image analysis and traffic counting to 96%; allowing classification of vehicles and measurement in many conditions such as weather, glare, traffic jam, day and night.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">Up to now, Compass Tech is considered as one of the few companies that can complete the outdoor advertising measurement solution with the ability to measure each interaction with the ad position by the hour of the day, day of the week, vision of effective interaction of all routes in Vietnam market.<\/span><\/p>\n<h2 style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>4 steps to measure outdoor advertising by Compass Tech:<\/strong><\/span><\/h2>\n<h3 style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>Step 01:<\/strong>\u00a0Actual survey, take photos of the scene, initial assessment<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">This is the first and most important step in measuring outdoor advertising. The technician will have to examine the installation location, the passing routes and the views of the advertising position. Based on the survey results, the technical team will choose the location of the camera installation to conduct traffic flow and vision analysis effectively. Compass Tech is the only measurement unit in Vietnam that conducts field and field surveys and measurements.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>Step 02:<\/strong>\u00a0Install traffic measurement camera, measure Vision with action cams<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">Compass Tech measures outdoor advertising effectiveness using actual data obtained by traffic cameras and action cams. These are actual data, can be searched and extracted, cannot be faked. This gives the credibility, the high authenticity of the measurement certification issued by Compass.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>Step 03:<\/strong>\u00a0Analyze and process measurement data<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">Measurement data is collected in 14 days and vision analysis data are all processed using automated computer technology developed by Compass Tech. This technology allows the classification of vehicle types, aggregate and statistics of traffic by hour, by day, by week.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>Step 04:<\/strong>\u00a0Summarize information, rank and issue certificates<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">Compass Tech\u2019s measurement and grading certification set is built on 34 criteria, a 1000-point scale and 6 ranking ranks. A set of certifications built by outdoor advertising experts brings the convenience and professionalism for businesses to use for many purposes.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">The stages are carried out by a team of experienced experts with Compass\u2019s proprietary technological process; ensuring the comprehensiveness, accuracy and transparency of a measurement certificate (with a state license).<\/span><\/p>\n<figure id=\"attachment_3002\" aria-describedby=\"caption-attachment-3002\" style=\"width: 1920px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3002 size-full\" src=\"https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-advertising-measurement.jpg\" alt=\"outdoor advertising measurement\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-advertising-measurement.jpg 1920w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-advertising-measurement-300x169.jpg 300w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-advertising-measurement-1024x576.jpg 1024w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-advertising-measurement-768x432.jpg 768w, https:\/\/compasstech.asia\/wp-content\/uploads\/2020\/09\/outdoor-advertising-measurement-1536x864.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><figcaption id=\"caption-attachment-3002\" class=\"wp-caption-text\"><span style=\"font-family: 'times new roman', times, serif; font-size: 12pt;\">&#8211; Alpha: Percentage of attention in sight. &#8211; Beta: Percentage of visible apparent size. &#8211; Gama: Percentage of open vision (unobstructed) &#8211; BigAlpha: Visible effect of billboards<\/span><\/figcaption><\/figure>\n<h2 style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\"><strong>Compass predicts the future<\/strong><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">\u00a0\u201c<em>OOH is a traditional media industry, and has been heavily influenced by the digital advertising industry. Digital advertising has proved the advantages of technology factors, data and utilities for customers that traditional billboard has not done. So the future of OOH industry depends on the transformation and adaptation of the industry in general \u2013 to be able to reveal and exploit the strengths of OOH in Vietnam market (outdoor advertising measurement)<\/em>\u201dsaid Mr. Nguyen Quang Nhut \u2013 Director of <span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/shojiki.vn\/en\/\">Shojiki<\/a><\/span>.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times, serif; font-size: 14pt;\">Outdoor advertising will hold an important and irreplaceable position because of the specific characteristics of the economic; social, transport and lifestyle structures associated with each Vietnamese people. With unremitting efforts, the company will develop utility services for the more sustainable outdoor advertising industry.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Compass Tech strives to research and develop special measurement standards, pioneering the improvement of the outdoor advertising industry, bringing high efficiency to businesses. The effectiveness of OOH is still unknown: For a long time, measuring outdoor advertising has become a big demand and challenge for businesses. Many outdoor advertising companies still cannot prove their effectiveness &hellip; <a href=\"https:\/\/compasstech.asia\/en\/the-largest-outdoor-advertising-measurement-company-in-vietnam-compass-tech.html\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">THE LARGEST OUTDOOR ADVERTISING MEASUREMENT COMPANY IN VIETNAM \u2013 COMPASS TECH<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":2997,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40],"tags":[50,49],"class_list":["post-2995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tin-tuc","tag-ooh-tracking","tag-outdoor-advertising-measurement"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The largest outdoor advertising measurement company in viet nam<\/title>\n<meta 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