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In Asia, JCDecaux leads
the industry being the first to launch full fledged
R&F study outside Europe –
JCDecaux Singapore in 2001 for their streetside
network followed by JCDecaux Transport Hong Kong in 2002
for their MTR network, giving clients and
agencies accountability for their media buys.
And JCDecaux Cityscape Hong Kong has also pioneered
their own media planning research tool for
clients via SAM, short for Shelter-Audience
Match. It takes away the guesswork and allows
smart media selection. By selecting from nine
key target groups (based on demographics)
and over 100 types of outlet (including retail
stores, leisure and cultural spots), the system
helps match the requirement against more than
550 shelters throughout Hong Kong.
And in other countries such as Thailand, Japan
and Seoul, non-media planning research tools
such as post-campaign analysis are conducted
regularly to give clients and agencies accountability
for their media investment.
For information on research, please email:
asia.marketing@jcdecaux.com.sg |
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