Calibre to be powered by mobile location intelligence platform LANDMARKS ID

Calibre owners, oOh!media, JCDecaux, and MediaWorks have announced New Zealand’s principal Out of Home planning and audience measurement tool, Calibre, will now be powered by mobile location intelligence platform LANDMARKS ID.

LANDMARKS ID insights are powered by a large and representative consumer sample of 300K plus mobile devices nationwide. De-identified, aggregated and privacy compliant, LANDMARKS ID insights inform consumer mobility patterns allowing Calibre to deliver accurate location and campaign level reach and frequency insights, to support audience planning and buying for Calibre users.

With the change to LANDMARKS ID a common source of insights is available across all formats and media owners in Calibre.

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. Calibre users will now enjoy greater planning flexibility with a more robust methodology and enhanced accuracy powered by GPS location data.

Coming soon, place-based environments will provide Calibre users the ability to understand audience Reach and Frequency scores per indoor environment and shortly thereafter Calibre users will be able to access a singular total campaign Reach and Frequency score across both outdoor and indoor OOH sites. A significant step forward for Calibre and its users.

The introduction of this enhanced audience measurement model will not only future-proof Calibre but also kicks off a 12-month programme of further development and enhancements, including new outdoor media companies onboarding, improved functionality, and visibility metrics.

Nick Vile, oOh!media New Zealand General Manager says the number one objective of  Calibre is “to unite the OOH industry under one unified currency”.

“With LANDMARKS ID now powering Calibre we have taken a big step toward providing our clients with a more accurate and scalable measurement tool that can bring together all OOH players and formats.”

Mike Watkins, JCDecaux New Zealand Country Head says: “’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. The timing of this change coincides with the additional Out of Home media suppliers joining the platform and delivering a true single-source AMS for New Zealand.”

Angus Swainson, MediaWorks Outdoor Director says Calibre is destined to be a “best-in-class unified audience measurement system for outdoor”.

“The move to LANDMARKS ID as our mobile data partner is a vital part of bringing together the best of the industry’s learning in this space.”

James Fogelberg, LANDMARKS ID’s Founder says: “We are excited to be partnering with Calibre, powering this step-change evolution of New Zealand’s outdoor media audience measurement. LANDMARKS ID’s mission is to unlock real-world customer behaviour and brand preference insights, it’s fantastic to see these insights being used by a growing number of industries including New Zealand outdoor media companies and advertisers alike.”

Tim Macmillan from REACH says his team have been working with JCDecaux since 2017 on Calibre and more recently oOh!media, and MediaWorks, who are now equal shareholders in Calibre.

“With big plans for platform enhancements, the decision was made to evolve to a new insights partner that could offer more mobility insights. The platform is now future-proofed for rapid development to meet the desires of the industry which is extremely supportive of a unified measurement source. We’re excited about what Calibre will offer the industry in the coming months and years.”

The partnership with LANDMARKS ID ensures Calibre is well placed to keep up to date with how New Zealand audiences are located and moving and the impact this can have on the planning of effective campaigns reaching and influencing Kiwis across the country.