JCDecaux taps on mobility patterns with new OOH audience measurement metric

JCDecaux Singapore has launched a new audience measurement metrics called Streetside Audience Measurement (SAM) for OOH media, that utilises mobility intelligence.

According to the OOH ad firm, the development of SAM delivers "more accurate and recent data" than existing out-of-home audience measurement systems, bolstering a data-driven approach in engaging target audiences through JCDecaux’s outdoor media assets. In contrast to existing OOH measurements which are built upon research studies on commuters’ personal accounts of their mobility patterns, SAM is based on real-time mobile analytics.

In addition, SAM distills mobility insights to offer advertisers an overview of all travel patterns, including mobility patterns of both motorists and pedestrians throughout the day. The data garnered also incorporates the distinct characteristics of OOH media, such as viewing distance and the orientation of advertising faces at bus stops. The result captured from all audience segments is also updated frequently to support strategic planning.

As such, advertisers can expect campaign KPIs such as Opportunity to See, unique audience, reach based on unique individuals and frequency of exposure for standard bus stop networks and large format billboards along the expressway. SAM was developed jointly with mobility analytics company DataSpark, which provides mobility insights utilising mobile data from some telcos in the APAC region.

Data collated on the number of impressions is also said to be incorporated into programmatic media platforms later in the year to facilitate campaign optimisation. This will include real-time hourly audience information derived from traffic counters deployed at the busiest bus shelters in prime areas, giving a deeper level of granularity to the data. In the coming months, JCDecaux also looks to enrich mobility insights with the behavioural profiling of outdoor audiences based on estimates of campaign KPIs.

Evlyn Yang, managing director at JCDecaux Singapore said SAM is unveiled after months of developing this 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. 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,” she added.