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JCDecaux rolls out new measurement metric for outdoor advertising

Outdoor ad firm JCDecaux Singapore has launched a new measurement metric that is claims will provide more accurate and timely data for clients.

The Streetside Audience Measurement (SAM) will, the company said, use “real time mobile analytics” of pedestrians and motorists rather than rely on commuters personal accounts of their mobility patterns.

The data will take into account certain characteristics of out of home advertising such as viewing distance of ads.

JCDecaux will provide advertisers with KPIs including the opportunity to see ads and the frequency of exposure.

The agency’s Singapore managing director Evlyn Yang said it took months to develop a “scientific approach” to the placement of ads on its outdoor assets.

“We look forward to offering greater transparency and accountability to our clients who have entrusted us over the years,” she said. “At the forefront of the out-of-home industry’s digital transformation, JCDecaux is harnessing data to lead the shift towards an audience-based approach in the strategic planning of data-driven campaigns with better accuracy and relevance.”

SAM was developed with mobility analytics firm DataSpark, which provides insights using mobile data from telcos across APAC.

JCDecaux said data on the number of impressions will be incorporated into programmatic media platforms later in the year.

It will include real-time hourly audience information derived from traffic counters deployed at bus shelters in prime areas.

JCDecaux resumed bus shelter advertising last year.

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