Leading Out-of-Home media company JCDecaux New Zealand has introduced new capabilities to planning and audience measurement tool Calibre, which now allows the measurement of reach and frequency across the inside of airport terminals.
This enhancement, now accessible across all three JCDecaux Airports in Auckland, Christchurch, and Queenstown, enables media agency planners and buyers to effortlessly integrate the reach and frequency of internal airport touchpoints with traditional roadside Out-of-Home assets, marking a significant advancement in campaign planning and optimisation strategies.
Phil Eastwood, General Manager New Zealand: “With over two million travellers passing through New Zealand airports each month, we know the power of airport advertising to build reach. Integrating internal airport measurement into Calibre is going to make it easier for our client partners to combine airport advertising into broader Out-of-Home plans and will substantiate how it can deliver efficient incremental reach.”
To provide robust and accurate weekly reach and frequency data, the functionality in Calibre has been built using LANDMARKS ID data, which factors in airport passenger numbers, entrance and gate data, typical airport journeys, and panel visibility. LANDMARKS IDs’ place-based API provides audience data to Calibre for roadside formats; using it for internal airport measurement ensures consistency in measurement outputs and a high level of accuracy for multi-format campaign measurement.
JCDecaux New Zealand and neuroscience research company Neuro-Insight released the Airport Mindset neuroscience study in March 2023, which found airport touchpoints over-deliver memory encoding; building mental availability for brands and driving future consumer behaviour.
Developed by JCDecaux, Calibre has now been adopted as the industry measurement standard in New Zealand and has shared ownership by JCDecaux, MediaWorks and oOh! Media.
In-terminal airport measurement across Auckland, Christchurch, and Queenstown Airports will be available to media agency clients by Wednesday 31 January.
ENDS
About JCDecaux
JCDecaux is the number one out-of-home media company worldwide, with more than 1 million advertising panels in more than 80 countries and more than 13,000 employees. Incorporated in 1964 in France, JCDecaux was listed on the Paris Stock Exchange in 2001. JCDecaux has been providing high quality, architecturally designed street furniture in Australia since 1997. Its Australian and New Zealand businesses includes 40,000 assets spanning airports, rail, transit, static and digital billboards.
Key figures
2022 revenue: €3,317m (a) – 9M 2023 revenue €2,440m(a)
N°1 Out-of-Home Media company worldwide
A daily audience of more than 850 million people in more than 80 countries
1,040,132 advertising panels worldwide
Present in 3,573 cities with more than 10,000 inhabitants
11,200 employees
JCDecaux is listed on the Eurolist of Euronext Paris and is part of the Euronext 100 and Euronext Family Business indexes
JCDecaux is recognised for its extra-financial performance in the FTSE4Good (3.6/5), CDP (A Leadership), MSCI (AA) and has achieved Platinum Medal status from EcoVadis
1st Out-of-Home Media company to join the RE100 (committed to 100% renewable energy)
Leader in self-service bike rental scheme: pioneer in eco-friendly mobility
N°1 worldwide in street furniture (604,536 advertising panels)
N°1 worldwide in transport advertising with 153 airports and 205 contracts in metros, buses, trains and tramways (336,620 advertising panels)
N°1 in Europe for billboards (101,976 advertising panels)
N°1 in outdoor advertising in Europe (654,957 advertising panels)
N°1 in outdoor advertising in Asia-Pacific (170,973 advertising panels)
N°1 in outdoor advertising in Latin America (129,305 advertising panels)
N°1 in outdoor advertising in Africa (24,198 advertising panels)