Media Frankfurt introduces a revolutionary airport audience-measurement tool
AAM is being employed for the first time in Germany at Frankfurt Airport. The new tool delivers international airport metrics with KPIs as exact as those previously only available for online advertising.
Frankfurt/Main, 01 October 2021. Digital outdoor advertising is under pressure to prove its worth. It must, say marketers, close a gap where online advertising has long been able to shine thanks to verifiable figures and metrics. Together with the JCDecaux marketing network, Media Frankfurt, the marketing agency for advertising space at Frankfurt Airport, is introducing AAM (Airport Audience Measurement), a solution now being used concurrently in many international airports, which offers a variety of valid figures and KPIs, such as viewed impressions, that can be consulted in advance of campaign planning. A metric offering this level of international comparability is unrivalled for any other German airport.
The highly technological setting of an airport means it is now possible to analyse target groups in great detail using travel data, flight schedules and the flows of visitors. This is particularly true of the retail areas and other attractive parts of the airport.
AAM is a mathematical-statistical model that uses, for example, passenger numbers, routes taken through the airport, dwell times, walking speeds, size and distance to the advertising medium to calculate a variety of KPIs ex ante, e.g., viewed impressions per hour. This KPI is now available at airports for the first time.
Never before has there been such a statistical basis for international metrics for measuring the success of airport advertising with such depth and validity. Accordingly, AAM can show contact frequency at the airport with a very high degree of accuracy.
The AAM launch was preceded by a long development phase and JCDecaux worked on the project with Veltys, experts for data science and artificial intelligence, for 18 months before the launch. The system had been deployed at major airports in Paris, Hong Kong, Singapore and São Paulo before the outbreak of the Covid pandemic. Implementation at other airports was postponed in view of the pandemic. Today, AAM is in operation or shortly due to be introduced at a total of almost 30 airports around the world.
A broad and robust dataset from numerous international and local sources represents an optimum starting point for offering advertising clients coherent, standardised and globally valid reach metrics that provide a solid foundation for planning their campaigns.
“Data is a becoming a strategic asset”, says Jean-François Decaux, Chairman of the Executive Board of JC Decaux. “In this context, when it comes to think about “digital journey at airport”, we have already added a new layer to our sales strategy by monetizing the data starting with viewed impressions, as a new currency, meaning the total number of times a passenger will see an ad on all displays selected for a campaign.”
Martin Korosec, CEO of Media Frankfurt, emphasises that, “AAM is a lighthouse project for the entire airport-advertising sector. It sets international standards and greatly increases the measurability of outdoor advertising at the airport. We are one of Europe’s top three hubs and, now, as the first German location, are in the forefront.”
About Media Frankfurt
Media Frankfurt GmbH is the exclusive marketer of advertising space at Frankfurt Airport. Founded in 1971, the Fraport subsidiary has developed into Germany's market leader and number one advertising platform in the aviation sector. Through the participation of JCDecaux - marketer of over 200 airports worldwide - Media Frankfurt is the innovation hub for Digital Out of Home. More than 2,000 advertising media inside and outside the terminals reach almost 70 million mainly international passengers every year at Europe's third largest hub. Whether analogue, digital, POS and promotion or mobile - Media Frankfurt's omnichannel portfolio enables effective brand staging and cross-media, highly networked campaign management along the customer journey. Further information is available at www.media-frankfurt.de.
Tel. + 49 89 530797-13