JCDecaux: first tool of its kind
A new measurement tool has been devised to increase accountability of airport advertising, combining data from the Civil Aviation Authority, BAA and JCDecaux Airport UK.
The first of its kind in airport advertising, the tool allows advertisers and media planners to profile individual sites and campaigns around the airport.
Radar (reach and duplication and audience research) will provide audience and profile information specific to each airport and terminal, as well as by individual site and campaign.
To keep the information up to date, departing passengers are interviewed and flights are sampled by supervisors to ensure that all routes, and most flights, are covered regularly each month.An initail version of Radar was originally created to calculate the audience for a single site and later extended to a multi-site version, which allowed the user to evaluate the total duplicated audience for a campaign.