How will insights be delivered to your clients (do you have a digital dashboard)?
Agency planners will have the option of utilising an Optimisation tool in the initial phases of planning their campaign, whereby they can select from a range of demographic and behavioural audiences, to generate a site list which best targets this audience. Alternatively, a simple site list upload or an interactive map can be used to pick sites.
A report will then be generated showcasing the standard media metrics, reach, frequency, contacts and CPM, as well as rich audience insights, reach curves and audience location heat maps.
As Calibre continues to develop, additional data sources can be added to provide more insight at a category, expenditure and brand level. We forecast advertisers will look at overlaying their own enterprise data on the Calibre platform, and the system certainly has the capability for them to do so.
We've noticed that you are making the system available to other outdoor media companies? Why are you doing this? Is there an element of sharing your secrets in this?
Very good question. For the OOH media industry in New Zealand to grow we need to be able to provide our clients true accountability and prove ROI. To effectively do this as an ‘industry’ there needs to be a singular audience measurement system as opposed to each company having their own and confusing the market. We are the only mainstream media that does not have a unified measurement solution, and we believe we need to move towards standardised planning and buying for OOH.
Some of our competitors currently have their own version of an AMS. Our approach has been to take a leadership position to drive the industry forward as a whole with the intent to unite the OOH players. Our clients, the agencies, have been calling for this for many years. Sometimes you just need someone to step up and make the move.
How do you see Calibre evolving in the coming years?
Calibre has been designed to constantly evolve and this will be dictated to by the ongoing development of data depth available from our partners. Deeper insights and audience understanding is the key driver.
To develop this layered system, APN Outdoor partnered with Snakk Media, Experian, Marketview and Qrious in addition to Reachmedia.
- Contact: Mike Watkins, GM New Zealand firstname.lastname@example.org
- This article is brought to you as part of a content partnership with APN Outdoor.