JCDecaux and oOh!media have announced an agreement where the JCDecaux developed Out of Home audience measurement platform, Calibre, will be jointly owned by both parties.
The move cements Calibre’s position as the industry-wide audience measurement solution and paves the way for further enhancements.
Created by JCDecaux in 2017, Calibre has delivered unprecedented transparency for advertisers’ campaigns. Since its inception, JCDecaux’s goal was for it to become the currency for industry wide Out of Home audience measurement.
The sale of 50% of Calibre has achieved just that, with the platform now endorsed by New Zealand’s OOHMAA as the singular Out of Home audience measurement platform.
The latest Calibre development calculates net reach at the geographic level appropriate to the campaign, whether it be at a local, metropolitan or regional level.
JCDecaux NZ Country Head Mike Watkins says: “This move solidifies Calibre as the industry currency measurement tool and the platform to unify the industry.
“We are delighted that oOh!media has chosen to invest in Calibre and that there has been a great amount of collaboration both within the industry and among Out of Home suppliers to make Calibre the success it is. We look forward to working together to grow the Out of Home industry.”
oOh!media New Zealand General Manager Nick Vile adds: “Calibre emerged as the key candidate for a sector unifying tool because of the robustness of the data inputs and supporting methodologies. Drawing on multiple data sources, it is truly holistic in its view of how people move around our country’s metropolitan areas.
“We are pleased to now be on this journey with JCDecaux, and along with other OOHMAA members see this development as the stepping stone to true unification and long-lasting benefits for our industry.”