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FAQ - Impressio

What are the benefits of DOOH impression?
  • The advertiser pays for verified contacts instead of repetitions
  • Ads can be precisely targeted to, for example, time of day or audience
  • Using DOOH impressions gives you flexibility in campaign planning
  • Currency for programmatic buying
What is DOOH Impression?

DOOH Impression is a new currency for digital outdoor advertising based on constantly updated, anonymous audience data collected from the location of the advertising device. Unlike traditional outdoor advertising metrics, DOOH impressions are based on real contacts. For the advertiser, this means more accurate and regularly updated data-based contacts as well as more realistic information about what they are getting in return for their investment. DOOH impressions are already in use in several countries, including Australia, Norway, Germany and the United Kingdom.

How are DOOH impressions calculated?

Impressions are calculated by tracking the amount of traffic passing the ad unit and comparing it to a computational model (modeling) that takes into account, for example, the speed and distance of the traffic, the latency, and the time the individual ad is displayed. The calculation ensures that each contact is counted only once. If the contact stays in the area for a long time, it will produce no more than one new DOOH impression in 5 minutes (may be lower if the visibility adjustment factor is less than 1).

How is DOOH Impression different from online impression?

DOOH impressions are data-derived, modeled, verified contacts.
Online impressions, on the other hand, only tell you how many times an online ad or other digital content has been downloaded to the target audience's device, and do not infer on how many times the ad has actually been viewed.

What does DOOH Impression Modeling take into account?

The modeling converts the bluetooth signal through various factors into DOOH impressions, taking into account the following:

  • Consideration of the number of people at a given location and time of the signal amount
  • Considering the angle of the screen for visibility (straight, parallel, oblique)
  • The speed, distance, and time spent in the location area, and the appearance of an individual ad in the loop
  • Considering the visibility of a single screen in a real location, taking into account physical obstructions such as buildings, walls, etc.
  • Differences in the perception of the content of advertising content in relation to movement; whether it’s a video, a light animation, or just a digital image. The more content moves the more sensitive the eye will notice to its static environment.

This modeling method has been validated in France by CESP (the organization that oversees media research) and is used globally. In Finland, this modeling has been validated by MAF (Media Audit Finland)

Why isn't there one comparable metric in outdoor advertising?
  • There is one comparable measure in outdoor advertising provided by the Joint-Industry-Committee, Outdoor Impact (VAC), which is the industry's common audience measurement system and has been in use since 2006.
  • Audience measurement systems based on the same methodology are used in several different countries (under different names).
  • It should be noted that the Outdoor Impact measurement system is not available to all operators The current measurement system only takes into account classic, poster-based outdoor advertising, ie it does not cover digital outdoor advertising.
  • The Association for Outdoor Advertising (JCDF and CC are launching a new project, OI2.0, which will bring the key figures to digital outdoor advertising. The exact timetable for this project is not yet known.
You are now bringing DOOH impressions to the industry. When will the industry get the same currency for digital outdoor advertising?

The Association of Outdoor Advertising (at this point its members JCDecaux and Clear Channel) are launching a new project, OI2.0 (Outdoor Impact 2.0), which will bring key figures to digital outdoor advertising. The exact timing of this project is not yet known. In any case, it is a matter of a few years.

When is programmatic buying available?
We will launch programmatic buying in Q1 / 2022.

 

FAQ - Data

For example, if a person has 2 bluetooth devices, how is the contact modeled?

The signals from both devices are registered. This is taken into account by the ‘calibration factors’ used in the modeling, which convert the signals into real people. The factors used are based on on-site measurements made at different locations.

According to Hypercell statistics, people have an average of 1.1 bluetooth devices in use at a time.

How can DOOH impressions be used in campaign planning?

DOOH impressions can be used to locate, for example, takeway coffee advertising, to the busiest hubs in the morning, and thus create added value for the audience moving in the morning traffic.

How is data collected?

Data is collected by sensors that detect bluetooth radio signals, which are placed inside the advertising media. We call these beacons.

How are contacts verified for the advertiser (campaign buyer)?
At the end of each digital campaign, we provide a performance report showing the impressions that have been delivered at each digihub.
Performance report will bring expected transparency to digital outdoor advertisement
Performance report will bring expected transparency to digital outdoor advertisement. At JCDecaux, clients will receive the report from each digital visibility, within 3 weekdays from the conclusion of the campaign. In the performance report, you will find the planned and the delivered DOOH impressions as well as the planned and the delivered playouts, divided by day and by product. We disclose delivered DOOH impressions and playouts that exceed the planned ones only up to +10%.

 

FAQ - Beacon

What is a beacon?
Beacons collect audience movement data, which is used to create predictions as a basis for DOOH impressions. Beacons are small, always-on receivers that use Bluetooth Low Energy (BLE) technology to receive signals to nearby portable devices with Bluetooth connectivity (smartphones, headsets). Beacon only collects information about the number of audiences moving past, but not about who they are, meaning individuals are not identified.
Are the beacons visible?
No, Beacons are installed inside digital displays and are not visible. They do not send anything to human devices and do not interact with passing devices.
Where are the beacons located?
Beacons are located in all digital hubs at JCDecaux (excluding metros and trams, those impressions are verified in another way.)
How far are devices - cell phones, headsets, etc. - included / included in the measurement?
Signals from devices within a radius of 50 meters are included in the measurement.
How are impressions from the "blind side" of the screen taken into account?
DOOH impressions modeling excludes contacts who cannot physically see the ad.
When the measurement is based on terminals and a beacon, what about those who do not have a mobile phone or the like. Is the flow of persons cross-measured in any other way?
This is taken into account by the factors used in the modeling, which convert the signals into real people. The factors used are based on measurements made at locations. According to Hypercell statistics, people have an average of 1.1 bluetooth devices in use at a time.
Does the same technology work with roadside ads?
Technically, it is possible, but at present it is not possible to apply it outside urban areas e.g. national roads or motorways.(50m radius limit)
Does each digital display have its own BT measuring device?
Not every screen has its own Beacon. However, each digihub has beacons (1 or more depending on the hub size) and thus each screen is covered in the modeling.

 

FAQ - GDPR

Is the technology anonymous and GDPR compliant?

Yes, the audience data collected is completely anonymous. Data is collected only on the amount and behavior of traffic passing the advertising device. This has been assessed and confirmed by our legal partner Fondia Oy and the legal team of HKL (Helsinki City Transport).

Is audience data collected in Finland?

Yes, data is collected from people everywhere, both in the digital and real world. Data on the movements of the public is collected, for example, in cities and shopping environments.
For example, the City of Helsinki collects data on people moving around the city center for tourism development purposes, and HKL utilizes data collection technology in public transport.
Many large companies, such as Telia, also collect, utilize and process audience data for use by other companies. The goal of data collection is to make services and environments more efficient.

Is JCDecaux authorized to collect and exploit audience data?

This is not personal data and is not subject to the GDPR. Our partners have been informed about the safe and anonymous collection of audience data, and audience data is also made available to partners.

Does technology enable profile recognition? So can you get anonymously defined gender?
No, this technology does not allow profile recognition, and gender cannot be identified (fully anonymous).

 

FAQ - OTC

Why are we moving to DOOH impressions instead of OTC figures?
By constantly gathering information about the audience's activity in the locations of advertising devices in different situations and at different times, we can more accurately predict how many actual contacts will occur in a given period of time. New technologies enable digital outdoor advertising, where the advertiser pays for predicted contacts based on data that is constantly collected and regularly updated instead of theoretical reach estimates! In many countries around the world (such as Australia, Norway, Germany and the United Kingdom), advertisers are buying DOOH impressions instead of playouts.
How can OTC figures be compared to DOOH impressions?

They are not directly comparable. The OTC figures are based on different static data sources and the derived opportunity to see an ad, while the DOOH impressions are based on data that is regularly collected and updated.

Will I receive OTC figures in the future?

OTC figures will no longer be included in systems or documents. During the transition period, we may provide weekly OTC figures if agreed separately.

Does this new contact-based pricing allow for some new products that have not been possible with OTC?

In the future, yes, for example, RON (run on network). In addition to this, DOOH impressions will enable programmatic buying that will offer many new opportunities.

 

FAQ - Pricing

What does contact-based pricing for DOOH impressions mean?
Contact-based pricing means the customer pays for the contacts. Prior to the change (November 17, 2021), the customer paid for the number of times we played an ad (play-outs).
Will JCDecaux's digital outdoor advertising prices change with the launch?

Weekly prices with full day visibility will not increase during the launch. There may be variation in dayparts prices and visibility as we move to contact-based pricing.

Will prices change if I purchase a campaign before the Impressions launch?
No. Previously planned campaigns, that are confirmed and still valid, will run on a playout basis. All new and all changed campaigns from Wednesday 17.11.2021 onwards will be confirmed in DOOH Impression format.
How do I justify higher CPMs to customers? - eg small towns

To facilitate transparency and comparability, we promised to keep digital weekly prices the same for the launch.

  • DOOH Impression Data has provided a new basis for our pricing instead of previous playouts.
  • In connection with the launch, we have therefore begun to adjust our digital pricing and, for example, have kept the prices of popular key locations at the same low level and significantly reduced the prices of digital locations in several smaller cities.
  • In the future, in addition to data, pricing will be driven by demand.
Does data-based pricing mean that if I request a quote for 12 to 6 pm for week 45 Helsinki DT and for the corresponding period in week 52, then the price can be quite different?
Yes. Data-based pricing is based on continuously collected and regularly updated data on contacts at different times and locations. Pricing is based on the variation and demand of actual contacts.
If I have bought a campaign for week 45, for example, and later it turns out that there is a strike day or a car-free day for that week?
In such situations, we normally apply JCDecaux Finland's terms and conditions of sale, which contain instructions for such exceptional cases.
Does data-based pricing mean that Friday night visibility can be significantly more expensive than Monday night visibility? (Assuming crowds are moving on Friday night)
Yes. Data-based pricing is based on continuously collected and regularly updated data on contacts at different times and locations. Pricing is based on the variation and demand of actual contacts.