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Brands are welcoming our recently launched metric tool at Bahrain International. JCDecaux’s Airport Audience Metrix (AAM), a unique powerful tool in the airport advertising industry, is the latest data solution to be introduced by JCDecaux in the Middle East.
For offline advertisers, measuring audiences and providing impressions is the ultimate objective. This makes out-of-home advertising, already a favourite channel for large-scale communication for brands, more relevant than ever. Indeed, well-reputed companies don’t hesitate to take over giant billboards or digital screens to mark their presence. They are aware of the power of OOH, a one-to-many medium, speaking to a variety of audiences while conveying trust and memorability.
But the industry still lacks granular data and insights about the audiences. That’s where AAM comes in. JCDecaux’s data division has taken a huge leap to close this gap and develop the first-ever global airport audience measurement standard, built upon data input and mathematical formulas that take into account everything that matters in airport advertisement like passenger numbers, routes taken through the airport, dwell times, walking speeds, size and distance to the advertising medium. This is a certified and reliable system that calculates a variety of KPIs for advertisers: the number of viewed impressions, unique passengers, reach and frequency with accuracy and granularity, breaking down figures potentially by the hour and by media network.
Clients and agencies in Bahrain already started to share positive feedback regarding the performance of their campaigns at Bahrain International Airport after receiving AAM punctual figures on impressions and reach.
“AAM has significantly enhanced our approach to advertising in Bahrain International. Previously, gauging campaign effectiveness and demonstrating reach presented a challenge. AAM solves this by providing us with precise audience insights and granular campaign performance metrics” said Mr Ziad Aboukhalil, Executive Director & General Manager of RAMA|OMD, “Such comprehensive data empowers us to showcase the true effectiveness of airport advertising and confidently integrates it into our clients' marketing mix. I can say that AAM has become instrumental in expanding our service offerings to top clients, allowing us to actively recommend airport advertising as a high-impact channel that resonates with their target audiences.”
Airport Audience Metrix has already been implemented in 40 airports worldwide . It will set an international standard that will empower brands to deploy international advertising campaigns seamlessly while knowing exactly the value of their campaign impact.