The new tool is the result of its natural evolution to take advantage of new technologies, advance robust measurement guided by the Geomex Council, and international guidelines and certifications.
CUENDE, the Spanish market leader in audience measurement for outdoor media, will present its GEOMEX 4.0 product at the XXX Jornadas de Publicidad Exterior, organized by FEDE-Aepe in Santiago de Compostela from April 19 to 21.
Its main new features are the result of updating the hybrid model required to give robustness to the measurement of Outdoor Advertising audiences, which also facilitates the historical complexity of measurement of this medium caused by the different characteristics of locations, formats, dispersion, mobility and visibility of the content.
Specifically, the routes are calculated with a specific model based on mobile telephony data, prioritizing the quality of the information over the volume: Following international recommendations, a data cleaning process is applied, which results in the discarding of data from almost 80% of the devices due to lack of stability. The result is to work with a sample 1,000 times larger than the previous one.
The results are calibrated with vehicle counts from satellite imagery from its partner Maxar, the largest global commercial satellite company and renowned for providing imagery of the war being fought in Europe.
Also, visibility factors of the advertising content are updated. Because, although geolocation is very important, so is geomovement because what does it really matter to the advertiser, that it is passed by the ad or that it can be seen?
With GEOMEX 3.0, a great leap was already made, focusing on the referencing of universes and municipalities to EGM, the incorporation of visibility adjustments (more than 2 million possible combinations of visibility for each point in the city), knowledge of the floating population from nearby municipalities, the measurement of digital media (DOOH) and the incorporation of the measurement of buses in Madrid.
With GEOMEX 4.0, data with which the market is working in the transition phase, users benefit from the greatest freshness of data, as it is distributed with monthly data, which makes Spain, together with the immediate updating of inventory, a unique international benchmark, as neither the USA nor the UK offer such an update to date.
Other additional benefits are better seasonal reflection, expansion of municipalities and measured media, improved knowledge of the floating population with national reference and increased granularity, which allows the information to be broken down for use in technological platforms for activation or purchase/sale as a reliable layer of audiences.
The next steps are focused on advancing in the updating of the entire system, including the incorporation of the new data model for the environments demanded by the market: Buses, Metro, Indoor and Renfe.
