APN Outdoor unveils the future of audience measurement with Calibre

Oct - 2017

AUCKLAND: Leading Outdoor business APN Outdoor New Zealand, today unveils the highly anticipated audience measurement system known as Calibre. Calibre is the most sophisticated audience measurement tool to hit the New Zealand market, redefining out-of-home measurement through a seamless user experience and interactive planning tool for advertisers and media agencies.

Built by APN Outdoor in conjunction with the data scientists at Reachmedia, the robust model combines over one billion data points, including industry standard traffic data and multiple sources of aggregated anonymised mobile location data. The Calibre platform offers unmatched visibility and transparency into the audiences across APN Outdoor, Go Media and Media5 roadside sites.

The platform validates and simplifies the Outdoor planning process by providing:

  1. Standard Reach and frequency measures
  2. Rich behavioral and demographic audience insights
  3. A customised planning dashboard that allows planners to identify optimal sites for their campaigns.

APN Outdoor New Zealand General Manager, Mike Watkins comments: “APN Outdoor is proud to introduce to the New Zealand media market the first multi operator audience measurement system. Blending together multiple high volume data sets has allowed us to build a system which delivers highly accountable audience metrics, allowing advertisers to make more educated decisions when it comes to buying Outdoor”.

Calibre is also the first ever Outdoor measurement system to reflect seasonal changes in audiences, meaning Calibre metrics reflect accurate audience forecasts specific to the timing of each campaign.  Therefore making Calibre strategically relevant for agency planners when selecting markets that experience significant seasonal population shifts throughout the year. 

The ability to incorporate customer data and retailer locations has been scoped for future development to allow for client specific analysis for campaign planning.  Calibre is designed to constantly evolve, and the potential of adding further capabilities such as retargeting and campaign attribution are within reach.

To learn more about Calibre or request a free live demonstration, contact your APN Outdoor representative.

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