AUCKLAND, Today: oOh!media NZ has added Retail to the OOH audience measurement platform, Calibre. This aims to provide advertisers with accurate reach and frequency data for retail advertising across New Zealand.
Developed by oOh!media, JCDecaux, and Mediaworks, Calibre uses data from over 300,000 mobile devices, including GPS and NZ app insights. It offers valuable insights into Kiwis’ daily journeys.
The new Retail data enhances Calibre, offering accurate weekly reach and frequency data. This allows advertisers to strategically plan campaigns, reaching 1.6 million Kiwis weekly across 55 retail centres.
This integration strengthens oOh!media’s offering, combining Street and Retail reach to 2.7 million Kiwis and 624 million audience contacts weekly. It showcases the effectiveness of targeting relevant audience segments.
“As NZ’s largest video OOH network with 36 large format and 446 small format digital screens, oOh! Retail continues to deliver impact and scale for advertisers.”
David Owen, oOh!media’s Research and Insights Director, said, “Integrating retail measurement into Calibre has been a big priority. This enables cross-format reach and frequency results for advertisers across oOh! formats and other Calibre formats.”
He added, “As NZ’s largest video OOH network with 36 large format and 446 small format digital screens, oOh! Retail continues to deliver impact and scale for advertisers. We’re excited to bring this to market, especially as we head towards the Q4 sales and audience spike.”
Calibre now provides agencies a standardised way to measure all OOH formats, including Retail. This simplifies planning OOH campaigns to consistently reach target audiences.
For more information about Calibre and oOh!media, visit Calibre Measurement and oOh!media New Zealand.
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