Airport Planning Tool Launched By JCDecaux

JCDecaux Airport has unveiled RADAR, a measurement tool for airport advertising which enables profiling of individual sites and campaigns around airports in order to determine the most effective site or sites to reach a given target audience.

Richard Malton, marketing director at JCDecaux Airport, said: “As the only truly global advertising medium, airports provide a targeted communication channel to reach the highly coveted airport passenger. By using RADAR we can show advertisers the real value of advertising at airports and profile the high level customers they are looking for. This will help develop airport advertising as an integral part of their media-planning schedule.”

The first of its kind, the tool was originally designed to calculate the audience for a single site. This has now been improved, and the new multi-site version allows users to calculate the total duplicated audience for a campaign. It uses data from three main sources: the Civil Aviation Authority, BAA, and JCDecaux Airport UK.

Departing passengers are interviewed and flights are sampled by supervisors to ensure that all routes and most flights are covered each month. All JCDecaux’s UK airports with the exception of Southampton are covered by the system, which also provides audience data for the Heathrow Express.

JCDecaux: 0207 298 8000 www.jcdecauxairport.co.uk>

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