AUCKLAND: As the end of the year draws closer and temperatures begin to heat up, so does out-of-home viewing. In the spirit of the season, leading media business APN Outdoor is asking you to “Go out with us” this summer, thanks to its industry-leading audience measurement system, Calibre.
In an industry first, Calibre’s multiple data sources and seasonal functionality have allowed greater insight into summer audience trends than ever before, allowing APN Outdoor to isolate outdoor audience behaviour across individual months.
Calibre also allows APN Outdoor to step beyond claimed travel, commuting and holiday intentions, and track real-life activity. This is made possible through a combination of traffic data and aggregated, anonymised mobile location data; a combination which is further enriched by demographic segments, electronic banking data and Census data.
APN Outdoor's Country Head New Zealand, Mike Watkins, said: “Calibre has armed us with the intel to help advertisers hone in on the perfect time and place to capitalise on consumers across the summer period.
“For the first time in our industry, it has afforded us the knowledge that airport traffic is highest in December and February, foot traffic in CBDs does not in fact plummet in December but remains high well into January, and that if locals indeed choose to travel, the majority hit key arterials for beach days and regional staycations – which APN Outdoor can, of course, effectively reach.
“This information is only scratching the surface of how Calibre can help our clients deliver smarter impact over the summer period. I’m very excited to put our incredible capability to work” he said.
To find out how APN Outdoor can help you plan a smarter outdoor campaign, contact your sales representative for our full Summer presentation.
For more information, please contact:
Neil Shoebridge / Andrew Knowles
M: 0417 511 012 / 0449 510 357
E: firstname.lastname@example.org / email@example.com