JCDecaux Singapore to Track 'Streetside' Audiences

Outdoor ad company JCDecaux's Singapore subsidiary has launched a mobile intelligence-based metric called Streetside Audience Measurement (SAM), which the business claims delivers more accurate and recent data than existing out-of-home (OOH) measurement systems.

The firm says that unlike current OOH systems, which are built on research into commuters' personal accounts of their mobility patterns, SAM is based on real-time mobile analytics. Developed jointly with mobility analytics expert DataSpark, the new solution extracts those mobility insights to provide advertisers with an overview of all travel patterns throughout the day, including both motorists and pedestrians. This data also includes 'opportunity to see', 'unique audience', 'reach based on unique individuals' and 'frequency of exposure' for bus stop networks and large format billboards.

Data on number of impressions will be incorporated into programmatic media platforms later in the year. This will include real-time hourly audience information derived from traffic counters deployed at the busiest bus shelters in prime areas; and the company is looking at enriching mobility insights with the behavioural profiling of outdoor audiences based on estimates of campaign KPIs.

Evlyn Yang (pictured), MD at JCDecaux Singapore, comments: 'Coming on the back of the global launch of the Airport Audience Measurement earlier this year, we are proud to pioneer the Streetside Audience Measurement after months of developing this scientific approach to the placement of ads on our outdoor assets'.

Web site: www.jcdecaux.com .