What is the vision for Calibre ?
Calibre has emerged as lead planning and measurement platform for New Zealand’s Out of Home industry. Calibre’s simple goal is to provide marketers with a robust methodology and platform that unifies Out of home planning for the industry and allows partners to effectively understand the reach and frequency for Out of Home media campaigns.
Calibre has been endorsed by New Zealand’s Out of Home Media Association Aotearoa (OOHMAA) as the singular Out of Home audience measurement platform, delivering unprecedented transparency and accountability for advertisers’ campaigns.
By the end of 2022, we are planning for close to 90% of all of New Zealands Out of Home touchpoints to be housed within the Calibre eco-system.
Who owns and runs Calibre?
Calibre is managed by a cross-supplier management group with shared ownership between the major brands. This group will develop the platform to meet the emerging needs of the market and offer enhancements that make planning and measuring Out of Home better.
What are the benefits of unification for the industry?
Media agencies have been asking for standardized measurement for a long time. With unification, Calibre will provide consistent Reach & Frequency calculations and planning efficiency. In the near future, media agencies will be able to calculate Reach & Frequency across multi brand, multi format campaigns. This is a big win for the industry and an exciting future that we believe will make buying and recommending Out of Home easier.
What share of the total Out of Home touchpoints does Calibre currently represent?
Currently around 65%. By the end of 2022 we hope this has grown to close to 90%. The Calibre management group is in talks with the majority of suppliers not currently in Calibre to make this vision a reality.
Some smaller brands may choose not to join Calibre , and use their own measurement methodology. In this scenario, agencies will need to measure this investment separately.
Are all of JCDecaux, oOh!media and Mediaworks touchpoints visible and measurable in Calibre?
At this stage, reach and frequency for all roadside assets from these brands can be calculated in Calibre . In coming months, indoor environments such as retail and airports will be added.
What data underpins Calibre audience insights?
The complexity of measuring Out of Home media across New Zealand, through different advertising formats and environments, with consumers moving in a variety of different ways, means that choosing the right data partner that can be used across all Out of Home formats is paramount to delivering robust and accurate measurement methodology.
On 1st April 2022, Calibre’s roadside data model evolved from a mixed data model to a single source, to a mobile location intelligence-based insights model, partnering with mobile location insights experts LANDMARKS ID.
Traditionally Out of Home has been measured by using static traffic data, aggregated cell phone tower data, or camera technology that counts cars. The challenge with using traffic data or counting cars is that it misses a sizable portion of the pedestrian audience and can’t be used for internal environments, while cell phone tower data lacked the granularity and ability to deduplicate devices to be effectively used as a single source of truth. That is why we have partnered with LANDMARKS ID, tapping into their large panel of mobile devices to understand how kiwis move, and what this ultimately means for your Out of Home campaigns
LANDMARKS ID specialize in enabling unparalleled connections between brands and customers, unlocking unique and actionable real-world insights.
LANDMARKS ID insights are powered by a large and representative consumer sample of 300K plus mobile devices nationwide. De-identified and privacy compliant, LANDMARKS ID insights inform where customers live, work, play and the places they visit.
What is the insights methodology?
Smart fences are built around every Out of Home site across New Zealand acting as a virtual trip wire for the LANDMARKS ID mobile panel. When a device enters these smart fences it registers an event, indicating that a de-identified device has come into view of an Out of Home asset. LANDMARKS ID can build a complex understanding of their exposure to Out of Home advertising across formats, suppliers, and over time.
As consumers go about their lives they generate billions of data points. As well as movement in and out of these smartfences , LANDMARKS ID can tell you where your customers live, work and play – what stores they visit, where they spend their time, how frequently and for how long. This paints a rich picture of customer habits and preferences, predicated on first party data, that can applied to Out of Home planning.
LANDMARKS ID have an understanding of who the customer is – demographically – which is used to fuel the insights delivered to Calibre . LANDMARKS ID use a variety of commonly used statistical techniques to remove any biases and appropriately scale the reach and frequency model so that it is representative of New Zealand population. LANDMARKS ID then deliver the reach & frequency data to Calibre by different demographics, de-indentfied.
Why was this change made?
A single source data model simplifies Calibre’s back end and enables more efficient future enhancements. The benefits to users include:
Is LANDMARKS ID audience insights real time?
Calibre shared a three-month rolling average, from the period 12 months prior. This is updated each quarter.
Real time data updates is part of the development roadmap for 2023 once a higher share of Out of Home suppliers are integrated into the platform.
Will we see audience fluctuations for audience measurement as a result of pandemic impacts over the last 12 months?
No. Lockdowns and pandemic impacts have been smoothed out of the last two years data. Total audience numbers reflect a true picture of the current traffic/ audience levels. We expect audiences to grow back to 2019 levels in coming months (assuming no more pandemic issues).
Will this change impact reach and frequency counts?
No, we do not expect any major impacts on audience reach and frequency. The data quality of Calibre is now better and more up to date, based on 2022 population counts.
A user may note that some of the targeting or enrichment variables have changed. Once we are confident in the age and gender targeting, through user testing, we will begin to enhance targeting variables.
What is next for Calibre – what enhancements can we expect as a result of unification?
Developments planned for the future include
● New OOH partners
● New environments (retail, airport, bus, commuter)
● cross-format planning and deduplicated R&F across formats
● Live avails
● more granular audience targeting, with additional targeting & profiling variables
● day and day part R & F
● ‘real-time’ or post campaign insights
● visibility adjustment index (VAI)
● traveller audience measurement
Can agency planners access Calibre directly?
Yes. Agency planners can arrange their own login to Calibre .
To arrange this please click the ‘register’ button on the home page at calibremeasurement.com
To arrange training on how to use Calibre , please contact your OOH representative.
Is there a cost for agencies to access Calibre ?
No. This data and insight is provided to agencies by the Calibre partner brands.