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JCDecaux rolls out new measurement metric for outdoor advertising

June 06, 2019 / MUMBRELLA

Outdoor ad firm JCDecaux Singapore has launched a new measurement metric that is claims will provide more accurate and timely data for clients. The Streetside Audience Measurement (SAM) will, the company said, use “real time mobile analytics” of pedestrians and motorists rather than rely on commuter’s personal accounts of their mobility patterns. The data will take into account certain characteristics of out of home advertising such as viewing distance of ads. JCDecaux will provide advertisers with KPIs including the opportunity to see ads and the frequency of exposure. The agency’s Singapore managing director Evlyn Yang said it took months to develop a “scientific approach” to the placement of ads on its outdoor assets.