MediaWorks, JCDecaux tie-ins with Calibre allow airport and bus measurement

The integrations will give agencies access to bus and airport advertising data.

Advertising planning and measuring tool Calibre has integrated with MediaWorks and JCDecaux, significantly expanding its capabilities in the Out of Home (OOH) space.

The move takes Calibre’s coverage to 80 percent of the total OOH market and brings a host of new formats into the tool, marking the first time agencies have had access to bus and airport measurement.

The strategic partnership with MediaWorks is a big win for Calibre, providing advertising agencies with a comprehensive platform for campaign measurement and channel optimisation.

MediaWorks introduces a range of formats into Calibre, including Roadside Digital, Billboards, Bus, Commuter, and Wellington Airport, expanding the inventory available to agencies and enhancing campaign flexibility.

Brad Glading, MediaWorks Head of Research & Insights, underscored the strategic significance of this integration, stating, “The industry has long sought a unified and standardised OOH audience measurement system. The ability for agencies and clients to plan across multiple OOH formats and vendors in a single platform is a substantial advancement for the industry, and we’re thrilled to be a part of that movement.”

Tim MacMillan, Head of Product Impact & Innovation at Reach, emphasised the significance of MediaWorks joining Calibre, stating, “Calibre now offers Out of Home planners access to nearly 6,000 sites, from 8 different media owners, across billboard, street furniture, airport, retail, commuter, bus, and EV station formats.”

Meanwhile, JCDecaux New Zealand has introduced new capabilities to Calibre, which now allows the measurement of reach and frequency across all three JCDecaux Airports in Auckland, Christchurch, and Queenstown.

This enables media agency planners and buyers to effortlessly integrate the reach and frequency of internal airport touchpoints with traditional roadside Out-of-Home assets, marking a significant advancement in campaign planning and optimisation strategies.

Phil Eastwood, General Manager New Zealand: “With over two million travellers passing through New Zealand airports each month, we know the power of airport advertising to build reach. Integrating internal airport measurement into Calibre is going to make it easier for our client partners to combine airport advertising into broader Out-of-Home plans and will substantiate how it can deliver efficient incremental reach.”

To provide robust and accurate weekly reach and frequency data, the functionality in Calibre has been built using LANDMARKS ID data, which factors in airport passenger numbers, entrance and gate data, typical airport journeys, and panel visibility.

JCDecaux New Zealand and neuroscience research company Neuro-Insight released the Airport Mindset neuroscience study in March 2023, which found airport touchpoints over-deliver memory encoding; building mental availability for brands and driving future consumer behaviour.

Developed by JCDecaux, Calibre has now been adopted as the industry measurement standard in New Zealand and has shared ownership by JCDecaux, MediaWorks and oOh! Media.