Introducing AAM at Zayed International Airport
AAM sets 4 KPIs to measure airport advertising campaigns:
UNIQUE PASSENGERSThe real audience who sees the ad, deduplicated – each count only once
REACHPopulation within the airport that sees the advertising message at least one time, over the total population that can potentially see the advertisement
FREQUENCYAverage number of times each unique passenger will be exposed to the campaign (conditional on seeing it at least once)
VIEWED IMPRESSIONSTotal number of times all unique passengers will see the ad in the campaign’s selected displays
What is it and how does it work?
Airport Audience Metrix is a data tool developed by the JCDecaux Data Division to align the airport advertising industry with international metrics standards. AAM has been created and tested to effectively calculate airport audiences through algorithms which take into account the passenger traffic per terminal and per day, dwell time, the different passenger journeys and many other media-related features. All these factors together ensure accurate and granular data about individual campaigns.
Benefits of measuring airport audience
Switch to audience and data-driven media planning
Launch international campaigns seamlessly
Provide the impression data needed for performance estimates
AAM is already a global standard
In the years to come, AAM will be deployed in every JCDecaux unit around the world, to deliver standard KPIs and facilitate the measurement of international advertising campaigns. This tool is currently active in 48 JCDecaux's airports worldwide and will be gradually adopted by all those countries counting on JCDecaux's presence.
