oOh!media New Zealand has expanded its insights and data capabilities with the addition of Retail into the Out of Home (OOH) audience measurement platform, Calibre. This move aims to provide advertisers and media planners with accurate reach and frequency data specific to oOh!’s advertising assets installed within the retail environment across New Zealand.
Developed by OOH media leaders, oOh!media New Zealand, JCDecaux, and Mediaworks, the platform leverages insights, derived from over 300,000 mobile devices nationwide, including GPS data and insights from popular NZ mobile applications. Calibre offers valuable insights into the daily journeys of Kiwis – solidifying its position as the leading OOH audience measurement tool in New Zealand.
The addition of data specific to the Retail environment further enhances Calibre’s capabilities, delivering accurate weekly reach and frequency data, building off insights at a panel level allowing advertisers to plan media campaigns strategically, reaching 1.6 million Kiwis weekly across 55 retail centres.
This integration amplifies oOh!media’s offering, with a combined Street and Retail unique reach of 2.7 million Kiwis and 624 million audience contacts a week, highlighting the effectiveness of leveraging oOh!media’s extensive network and target relevant audience segments within Calibre at scale.
oOh!media New Zealand’s Research and Insights director David Owen states “Integrating retail measurement into Calibre has been a big priority for us to not only enable cross format reach & frequency results for advertisers across oOh! formats but also other Calibre formats – a key step towards unifying the industry. As NZ’s largest video OOH network with 36 large format and 446 small format digital screens, oOh! Retail continues to deliver on both impact and scale for advertisers. We’re excited to bring this to market to help inform planning, especially as we head towards the Q4 sales & audience spike.”’
Calibre now offers agencies a standardised way to measure all OOH formats, including Retail. This makes it easier for advertisers to plan OOH campaigns that consistently reach their target audiences.
For more information about Calibre and oOh!media, retail data, visit Calibre Measurement and oOh!media New Zealand.
