JCDecaux deploys Airport Audience Metrix tool at Bahrain International Airport. Credit: Mila Demidova/Shutterstock.

Advertising hardware company JCDecaux has introduced its Airport Audience Metrix (AAM) tool at Bahrain International Airport. 

The tool, developed by JCDecaux, is claimed to be the first global audience measurement system in the airport industry.  

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The AAM is designed to revolutionise airport advertising, improving data-driven decision-making in out-of-home (OOH) media internationally. 

JCDecaux has already deployed the tool in 40 airports globally, with plans to expand to six more by the end of the year. 

It enables advertisers to plan and execute international campaigns with an accurate understanding of their return on investment.  

Brands can now measure unique passenger numbers, frequency, reach, and viewed impressions, offering a level of detail that surpasses traditional OOH metrics, stated JCDecaux. 

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Bahrain Airport Company CEO Mohamed Yousif Al Binfalah said: “As Bahrain International Airport continues to elevate its role as a leading regional aviation hub, we are proud to partner with JCDecaux in launching the Airport Audience Metrix (AAM) data tool.  

“This innovative platform sets a new benchmark in airport advertising, providing advertisers with measurable insights into their campaigns. 

“By hosting this cutting-edge, data-driven OOH media measurement tool, we reinforce our commitment to collaborate with our partners in offering pioneering solutions and reinforcing Bahrain International Airport as a premier destination for global brands.” 

AAM enable brands to measure campaign performances with accuracy and insights into how passengers move around the airport and the media. 

The mathematical model behind the tool offers granular data potentially on an hourly and media network basis, unlike traditional OOH metrics. 

In January this year, JCDecaux launched what it claimed to be the first global airport programmatic DOOH offer. 

This solution enables brands and agencies to create targeted and contextualised advertising campaigns across JCDecaux’s programmatic-enabled airports.