Airport advertising specialist and innovator , Clear Channel Airports (CCA), is rolling out a new audience impressions methodology to provide advertisers with a more precise analysis of a consumer’s advertising journey as they move through an airport.
Pioneered by Geopath, the plan is to integrate the new system into airports across the US throughout the rest of 2020 and 2021. This integration signals a move away from the previous system that estimated how many times passengers see an ad in an airport. The new Geopath methodology shows a greater understanding of audience behaviour and a consumer’s likelihood of consuming ad media in an airport.
“We believe in the airport media space and our investments in data and innovation are raising the bar on measurement to ensure greater transparency and results for our brand partners,” said Morten Goterup, President CCA. “As travel continues to ramp up, our advertisers will benefit from these insights by realising the true reach and effectiveness of their campaigns.”
The new independent, third-party validated methodology results in a more qualified level of impressions in each airport and provides brands with a better understanding of campaign reach and frequency. It factors in the placement of each unique media display along with a traveller’s time spent and movements throughout the airport to render overall impressions.
Commenting on CCA’s roll out of the Geopath methodology, Michael Liberman, CEO of Kinetic US said, CCA is “raising the bar for audience measurement by responding to the desire for greater transparency and a single accepted currency for airport media.” He added that the, “The opportunity to evaluate airport media impressions, in a manner aligned with traditional Out-of-Home (OOH) media, helps us to understand the real reach and value of our campaigns.”
