Outdoor advertising company JCDecaux has introduced an international solution for the airport industry called AAM (Airport Audience Measurement).
Developed in collaboration with data analysis, processing and modelling firm Veltys, the new AAM not only includes the main OOH audience measurement standards and rules, but also takes into account specific features of airports in terms of frequency of contact and audience reached. The solution can be used for analysis of passenger numbers per terminal and per day, unique passenger profile, impact of dwell time on campaign frequency, and information on how passengers move around the airport.
AAM is based on external data sources, including NPD Travel Retail, customised studies, and data from airport platforms; as well as internal data sources such as sensors and IoT. This new international airport audience measurement solution is being launched at Paris Aéroport, then at Changi Airport Singapore, before gradually being rolled out across the main hubs operated by JCDecaux.
Jean-Charles Decaux (pictured), Co-CEO of JCDecaux, comments: 'We are proud to have initiated and produced the first global airport audience measurement standard, including the concept of dwell time and based upon de-duplicated passenger numbers. It will provide our advertising partners, agencies and airport authorities with new metrics offering unrivalled detail and accuracy to our airport media, particularly suitable for global, regional and national campaigns'.
Web site: www.jcdecaux.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.