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New audience measurement metrics for OOH media, the Streetside Audience Measurement, offers advertisers 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.
In contrast to existing out-of-home measurements which are built upon research studies on commuters’ personal accounts of their mobility patterns, SAM is based on real-time mobile analytics. SAM distils mobility insights to offer advertisers an overview of all travel patterns, taking into consideration the mobility patterns of both motorists and pedestrians throughout the day. The data garnered also incorporates the distinct characteristics of out-of-home media, such as viewing distance and the orientation of advertising faces at bus stops. The result is more accurate and relevant data that has been captured from all audience segments and updated frequently to support strategic planning.
Advertisers can expect campaign KPIs such as Opportunity to See (OTS), Unique Audience, Reach based on unique individuals and Frequency of Exposure for standard bus stop networks and large format billboards along the expressway. For instance, the Broadcast Network yields a weekly OTS of 32.2 million impressions among 3.12 million unique individuals, translating to a reach of 70% of Singapore’s population based on unique individuals and a frequency of 6.5.
SAM was developed jointly with mobility analytics expert DataSpark, which provides mobility insights utilising mobile data from some of the largest telcos in the APAC region. DataSpark, through their patented mobility genomes, transforms anonymised and aggregated mobile data into valuable audience insights surrounding how audiences move throughout Singapore daily.
Data on the number of impressions will 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 will also be looking into enriching mobility insights with the behavioural profiling of outdoor audiences based on estimates of campaign KPIs.
JCDecaux Singapore was a pioneer in the development of research on commuters’ travel patterns when it first began to manage advertising spaces at bus stops in the late 1990s. With JCDecaux resuming the bus shelter business in 2018, the company is strengthening its data and digital capabilities to deliver actionable insights for the benefit of both consumers and brands.
Evlyn Yang, Managing Director at JCDecaux Singapore said, “Coming on the back of the global launch of the Airport Audience Measurement earlier this year, we are proud to pioneer the Streetside Audience Measurement after months of developing this scientific approach to the placement of ads on our 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.”