JCDecaux's Metro Audience Measurement gains validation from Ipsos

JCDecaux SA this week announced Ipsos, a renowned market research firm, has validated its global metro audience measurement system, "Metro Audience Metrix" (MAM).

Developed by JCDecaux's data division, MAM is an algorithm-based system designed to calculate key audience measurement metrics for metro advertising campaigns. These metrics include the number of unique passengers reached, campaign reach and frequency, and total ad impressions delivered. Ultimately, MAM aims to provide advertisers with consistent and reliable data to optimize their media plans and maximize impact within the metro environment.

JCDecaux has already deployed MAM on the Shanghai Metro network, encompassing over 503 stations. Further rollout is planned for the Hong Kong MTR in 2024, with additional subway networks expected to follow suit throughout the year. The Ipsos validation of MAM strengthens JCDecaux's position as a leader in establishing global standards for out-of-home (OOH) audience measurement within the transportation sector.

Benefits for advertisers

MAM forms part of JCDecaux's suite of data-driven solutions, "JCDecaux Data Solutions." This portfolio empowers advertisers to maximize return on investment (ROI) for their media spend by offering:

• Scalability: Applicable to metro systems worldwide.
• Passenger Journey Insights: Valuable data on passenger behavior and travel patterns within metro networks.
• Precise Measurement: Granular metrics to inform media planning decisions.
• Programmatic Sales: Integration with VIOOH, a global independent platform for automated OOH media buying and selling.

Industry recognition for rigorous methodology

According to Jean-Noël Zeh, Chief Data Scientist at Ipsos, "JCDecaux's Metro Audience Metrix, validated by Ipsos, provides a precise, data-led compass for metro media audience in Shanghai and in the future for Hong Kong. The validation of JCDecaux’s Metro Audience Metrix by Ipsos underlines both companies’ commitment to uphold rigorous standards in market research."

Enhancing effectiveness in the OOH Market

Grace Zhou, CEO Metro & Data of JCDecaux China, commented on the growing importance of data-driven strategies and planning within the OOH industry. She stated that MAM is transforming the OOH landscape by providing advertisers with greater precision and flexibility in their media campaigns. Furthermore, Zhou highlighted the significance of Ipsos validation for JCDecaux's operations in China, particularly within the Shanghai and Beijing metro networks. She views this achievement as a testament to JCDecaux's expertise in developing high-performing, impactful, and measurable OOH advertising solutions.

Standardization and Data-Driven Decisions

Sylvain Le Borgne, Group Chief Data Officer of JCDecaux, expressed his satisfaction with the partnership between JCDecaux and Ipsos in validating Metro Audience Metrix. He emphasized the role of MAM in establishing global audience measurement standards for OOH advertising. Le Borgne concluded by stating that MAM empowers advertisers with data-driven insights to optimize their media spend within the metro environment.