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.