Jet Line, an outdoor advertising agency based in Poland, has recently announced a collaboration with Gemius, a research firm, to enhance the measurement of outdoor advertising’s reach. This partnership will utilize data from the cross-media Mediapanel survey, a unique media measurement in Poland that covers internet, radio, and television audiences, to now include Digital Out-of-Home (DOOH) advertising results as well.
Jet Line’s digital OOH screen network is equipped with ARA sensors that monitor audience data and demographics in real-time for each advertisement displayed. This move aims to provide advertisers with more accurate and detailed audience insights. Additionally, Jet Line has launched a “proof of play” tool, which integrates with Gemius’s gDE system for monitoring online campaigns. Unlike traditional methods that rely on data from the screen operator, this tool ensures that impression reports are generated by an external entity, aiming to offer more reliable data.
Michal Ciundziewicki, CEO of Jet Line, stated that this agreement with Gemius would enhance their ability to provide reliable data on OOH and DOOH advertising audiences, thereby helping clients to more effectively plan and execute their campaigns with a better understanding of the audience.
DOOH advertising is becoming more attractive to advertisers due to increasing advertising spending. However, measuring the audience for DOOH presents challenges. Jaroslaw Pawlak, Head of Mediapanel research development, expressed satisfaction with Jet Line’s recognition of the Mediapanel survey’s value in estimating DOOH audience sizes and its advertising potential. He noted that including Jet Line’s media measurements in the Mediapanel would improve the representation of DOOH’s reach and its comparative impact against other media studied.
Jet Line also conducts audience research for its Motorway 12×4 billboards, a project developed in cooperation with two polytechnic universities and a research agency. This research aims to profile the audience exposed to these billboards and analyze the frequency of exposure, applicable to any OOH space that meets the network’s standards.
For more info visit: https://jetline.pl/en
https://gemius.com/
