Calibre - Updated and Future Proofed!
Calibre is emerging as the lead planning, measurement and insights tool for Aotearoa’s Out of Home industry, uniting the industry under one unified measurement currency.
In early 2022, the insights partner and data model was updated to future-proof Calibre and enable easier enhancements. Moving from a mixed data merged model, Calibre is now powered by LANDMARKS ID insights.
The difference in the new model is:
Based on mobile data, first-party movement and app data (vs a merged data predictive model)
Over 300,000 phones make up the panel, so it scales nationally
LANDMARKS pushes the data into the platform and therefore does all the data work, privacy compliance, anonymises data etc
And Calibres enhancements are just getting started with future developments planned, including:
● New Out of Home partners
● New environments (retail, airport, bus, commuter)
● Cross-format planning and deduplicated R&F across formats
● Live avails
● More granular audience targeting, with additional targeting & profiling variables
● Day and day part R & F
● ‘Real-time’ or post-campaign insights
● Visibility adjustment index (VAI)
● Traveller audience measurement
Endorsed by the Out of Home Media Association of Aotearoa (OOHMAA), it already encompasses 65% of Aotearoa’s Out of Home touchpoints; Calibre aims to grow this to 85% by the end of 2022.
For full details on Calibres existing and future capabilities, watch this short video, and for an in-person demonstration/installation of Calibre, please get in touch with your oOh!Media, JCDecaux or MediaWorks rep.