AUCKLAND, Today: Out-of-home planning & audience measurement tool, Calibre (owned by oOh!media, JCDecaux, and MediaWorks) will now be powered by mobile location intelligence platform Landmarks ID. Phantom Billstickers has also adopted the tool.
Landmarks ID founder James Fogelberg said: “Our insights are powered by a large and representative consumer sample of 300K plus mobile devices nationwide.
“De-identified, aggregated and privacy-compliant, the platform identifies consumer mobility patterns allowing Calibre to deliver accurate location and campaign level reach and frequency insights, to support audience planning and buying for users.
“Key benefits for the media industry will include a more consistent data foundation for all out-of-home formats,”
“Key benefits for the media industry will include a more consistent data foundation for all out-of-home formats, more accurate and timely updates, enhanced first-party audience insights, and improved platform privacy.
oOh!media GM Nick Vile said: “The number one objective of Calibre is to unite the OOH industry under one unified currency.”
JCDecaux head Mike Watkins said: “’The shift to using Landmarks ID as our core data source represents an evolution in the Calibre journey to continuously improve the offering to clients.”
MediaWorks outdoor director Angus Swainson said: “Calibre is destined to be a best-in-class unified audience measurement system for outdoor.”
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