JCDecaux trusts Ipsos to validate its Shanghai metro audience measurement tool
Ipsos announce the validation of the Metro Audience Metrix (MAM), an advanced audience measurement tool for subway networks developed by JCDecaux.
Metro Audience Metrix is a key component of JCDecaux Data Solutions, delivering both global and local data-driven solutions.
Its purpose is to offer consistent KPIs that help advertisers optimise their media plans and maximise their impact on target audiences in the metro environment.
The audit of the MAM model was led by Jean-Noël Zeh, Chief Data Scientist at Ipsos France:
JCDecaux's Metro Audience Measurement model, validated by Ipsos, provides a precise , data-led compass for metro audience in Shanghai.
Marine Bouquet, Product Manager at JCDecaux, declared:
We are proud to continue pioneering audience measurement for indoor environments with the validation of Ipsos for JCDecaux Metro Audience Metrix. Designed by the JCDecaux’s global data division, our solution takes into account passenger flows across multiple stations and is able to report on unique passengers exposed to an advertising campaign. This approach enables us to offer greater accountability to advertisers by providing precise and robust performance indicators. Ipsos validation represents a real acknowledgement to quantify audiences exposed to Out-of-Home.
Ipsos' audit confirmed MAM's compliance with established industry standards and guidelines.
Ipsos played a key role in improving the model, ensuring that the data file format aligns with the General Transit Feed Specification (GTFS) and enhancing the validation process to detect potential outliers by comparing information with data from previous periods.
The validation of JCDecaux’s MAM by Ipsos underlines the commitment of both companies to uphold rigorous standards in market research.
As MAM is deployed on more subway networks worldwide, beginning with Shanghai Metro and Hong Kong MTR in Q1 2024, Ipsos looks forward to supporting JCDecaux and the Out Of Home (OOH) industry in utilizing this data-driven tool for strategic media planning.
This validation represents a significant achievement in the ongoing collaboration between Ipsos and JCDecaux, the premier outdoor advertising company globally.
Read the article on JCDecaux website
