USA. Clear Channel Airports (CCA) is to adopt a new digital audience impressions measurement tool which it claims gives a more precise analysis of a consumer’s journey through an airport. It has described the move as a “hard pivot away from a decades-old methodology”.
The new measurement system has been developed by Geopath, an independent organisation that develops the industry-standard and accepted currency for out-of-home (OOH) media in the US.
Geopath’s system factors in the placement of each unique media display along with a traveller’s time spent and movements throughout the airport to render overall impressions.
CCA – which is present in 28 of the top 50 US markets with major airports – said that its investment in this data integration through Geopath revealed that previous estimated impressions delivery for airport advertising under-represented the true audiences reached and suggests the space was undervalued.
“Buyers and sellers of OOH advertising in airports can better justify spending in the channel when there is a unified, apples-to-apples currency” – Geopath President Kym Frank
In comparing the historic passenger counts in six of the nation’s top airports against the new Geopath audience measurements, CCA claimed that the data shows airport campaigns are delivering impressions at a much higher rate, and in some cases, up to eight times more than was previously reported.
CCA said the new methodology marks a shift from measuring campaigns solely by passenger count and towards a greater understanding of audience behaviour and a consumer’s likelihood of consuming advertising media in an airport.
The data captured will become available to CCA’s advertisers through the company’s CCO RADAR suite of campaign planning, amplification and measurement solutions.
CCA President Morten Gotterup said: “We believe in the airport media space and our investments in data and innovation are raising the bar on measurement to ensure greater transparency and results for our brand partners. As travel continues to ramp up, our advertisers will benefit from these insights by realising the true reach and effectiveness of their campaigns.”
Geopath President Kym Frank said: “Buyers and sellers of OOH advertising in airports can better justify spending in the channel when there is a unified, apples-to-apples currency across all forms of OOH, DOOH and VOOH.”
She added: “We worked with a committee of buyers and sellers to develop a methodology that provides accurate measurement for each unique screen across a multitude of venues that is on par with the data we provide our roadside and transit members.”
