The Knowledge Database of Media Frankfurt

AAM is a media currency that was specifically developed for airports. It is superior to national media currencies primarily because it takes international passengers into account. This is because AAM is based on passenger data from the flight data provider Cirium and from the airports themselves (e.g. actual passenger numbers per month). Cirium covers 97% of all scheduled passenger flights worldwide.

Airport Audience Measurement (AAM) provides you with a wide range of KPIs that give you a comprehensive insight into the effectiveness of your airport advertising. AAM provides important key figures both in advance as a forecast for planned campaigns and as reporting after the end of the campaign. The reporting figures are available approximately four weeks after the end of the month, as soon as the passenger figures have been updated in AAM. The most important KPIs here include ‘Campaign Reach’, i.e. the number of passengers who have seen a campaign at least once, and ‘Viewed Impressions’, which reflect the total number of all contacts with a campaign.

AAM involves complex mathematical modelling that incorporates a wide range of advertising data, such as h-based passenger numbers, routes, lengths of stay and the entire inventory of advertising spaces, including important parameters (e.g. share of time (SOT), screen size). The model then determines for a requested campaign whether passengers will see a campaign on a screen at all (campaign unique passengers) and, if so, how often (viewed impressions). To determine the contacts, the SOT, the size of the screens, the distance to the screen, walking speeds or the question of whether it is an area with a length of stay are taken into account. The data in the model is updated monthly by us and with Cirium data and in principle can always be calculated for the current month plus a maximum of 5 months in advance.