JCDecaux SA, the world’s biggest outdoor advertising company, which boasted revenue of $4bn-plus last year, announced that it has signed an exclusive contract with CiR (Counter Intelligence Retail – an NPD Group company) to be the only media company to have access to CiR’s Global Traveller Statistics service.

The contract will run over several years, giving the JCDecaux Global airport division exclusive access to ‘one of the most comprehensive sources of global air travel intelligence and data’, says CiR.

The agreement with CiR gives every JCDecaux airport direct access to the global passenger and traffic information of 550 airports.

“In the context of a significant evolution of the air traffic, these data will be enriched and be given greater applicability through the integration of a traveller segmentation and detailed shopper profiles,” insists CiR.

JCDecaux will also have access to a ‘Time of Day / Day of Week’ module, which is said to provide a detailed forward-looking view of passenger numbers by terminal, by nationality, by day of week and time of day.

Garry Stasiulevicuis, President of CiR.

COMPLYING WITH NEW REGULATION

“With this intelligence, JCDecaux can offer its clients campaigns that precisely target both departing and arriving passengers based on their nationality, traveller profile and shopping preferences,” adds CiR.

“Obviously, Global Travellers’ data comply strictly with personal data protection rules to safeguard citizens and users, which in Europe, for instance, will be strengthened by the introduction of the General Data Protection Regulation.”

The JCDecaux airport business claims it has concessions in 218 airports, including 12 of the top 20 airports worldwide, representing more than 40,000 advertising panels across 38 countries.

Garry Stasiulevicuis, President of CiR, said: “We’re delighted to be working with JCDecaux and we’re confident our global air-traveller intelligence will benefit their clients in the same way we’ve seen our global traveller statistics tools have a positive impact for our airport retail and brand clients.

“Our online platform is intuitive and easy to use and because of this, the comprehensive intelligence we make available has proven invaluable in aiding our clients to plan and execute their in-airport activity with greater confidence and precision. We are particularly excited that JCDecaux will be utilising the integration of our global traveller segmentation study data into the 550 airports data.

‘CONTEXTUALLY RELEVANT MESSAGING’

“The power of this integrated data to drive JCDecaux’s innovative digital media capability is big step forward for the industry.”

Jean-Charles Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux, said: “As the number one worldwide in airport advertising, we are very proud to have signed up to CiR’s global traveller statistics platform.

“We will have significant planning data information relating to passenger numbers and passenger movements literally at our fingertips, ensuring we deliver the best airport campaigns for our clients.

“By utilising the intelligence within the system’s forecasting module, our airport division can execute campaigns of contextually relevant messaging in environments of high dwell time, enhancing the passenger experience whilst providing optimal visibility for advertisers and their brands.”