JCDecaux launches “unprecedented and innovative” advertising audience measurement system

Jean-Charles Decaux: “[The solution] will provide our advertising partners, agencies and airport authorities with new metrics offering unrivalled detail and accuracy to our airport media.”
INTERNATIONAL. JCDecaux has launched what it says is the first international advertising audience measurement system for the airport industry.

The AAM, or Airport Audience Measurement, system was developed to offer advertisers and agencies standard metrics throughout the world, JCDecaux said. Its methodology was created in collaboration with Veltys, a company specialising in data analysis, processing and modelling.

As well as including the main OOH (out of home) audience measurement standards and rules, the system also takes into consideration the specific features of airports in terms of frequency of contact and audience reached. The standard integrates:

  • the international scope;
  • passenger numbers per terminal and per day;
  • the unique passenger profile;
  • the impact of dwell time on campaign frequency; and,
  • information on how passengers move around the airport.

JCDecaux believes the audience measurement system will “strengthen the scientific approach to advertising placement in terminals around the world, enhance data planning and customer reporting tools with new data, and open up the airport universe to new brands”.

The solution will be launched at Paris Aéroport, and subsequently at Singapore Changi Airport in April. It will then be rolled out gradually across the main hubs operated by JCDecaux. Within each airport only networks that have a minimum of three advertising assets will be measured, and only digital networks will be included in the initial deployment phase.

“We are proud to have initiated and produced the first global airport audience measurement standard, including the concept of dwell time and based upon deduplicated passenger numbers,” said JCDecaux Chairman of the Executive Board and Co-CEO Jean-Charles Decaux.

JCDecaux launched a digital duty free totem advertising system at Singapore Changi Airport in December.

“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.

“Airport advertising is a fast-growing media, driven by a traffic of more than four billion passengers in 2018, which should double by 2040 according to ACI forecasting. This unprecedented standard of measurement will further emphasise JCDecaux’s effectiveness in airport advertising around the world.”

The design and development of AAM required nearly 18 months of work within JCDecaux’s Data Department, in partnership with JCDecaux Airport, JCDecaux OneWorld and Veltys.

AAM is based on many external and internal data sources and is built based upon algorithms calculating the main components of audience measurement, in particular the number of unique passengers, reach, frequency of the advertising message and the total number of viewed impressions delivered.

Details of the methodology, sources, algorithms and results were submitted to CESP, an independent joint industry committee in charge of auditing media audience measurement services in France. CESP reported conclusions on the approach along with potential areas for development.

Note: JCDecaux Chairman of the Executive Board and Co-CEO Jean-Charles Decaux is interviewed by Martin Moodie as the cover story in The Moodie Davitt Report’s new monthly eZine, Sight Lines – The Amazing World of Airport Advertising, launching next month. The title profiles advertising and communications initiatives across the airport world. For details contact Irene Revilla at Irene@MoodieDavittReport.com.

Food & Beverage The Magazine eZine