September 15, 2021
Billie Media leads the way in human verified quality metrics
Local indie outdoor specialists Billie Media is set to change the Digital Out of Home (DOOH) landscape this year, with a leading-edge tool designed to measure overall quality of digital billboard sites around the country.
With DOOH having rebounded to pre-Covid revenue levels, the proliferation of digital large format billboards in particular has been huge. In fact, in 2022 alone, multiple suppliers grew their digital billboard portfolio by +25%. As well as the increased opportunity for brands to connect with audiences, suppliers are building out their portfolio of sites in order to gain market share, and land-owners have discovered an opportunity to drive additional revenue on premise with virtually any empty building space being able to house a digital site.
But with so many new sites going into the ground, quality and visibility varies drastically – and current algorithms, along with site cards, don’t give the full picture. As the DOOH market begins to reach a saturation point with the number of sites on offer, human verification of site quality is going to be crucial.
Late last year Ben Poole (right) and Rohan Prasad (left) at Billie Media set off on a road trip around New Zealand to get a visual on the plethora of new and existing sites – and they’ve channelled their findings into a ground-breaking new tool, the Billie Media Index (BMI), set to be released later this year and available for all Billie Media clients.
The new tool will assess every single digital billboard in New Zealand to measure overall quality against key viewability and quality metrics including location, line of sight, potential obstructions, screen quality and more. Billie Media’s clients will be able to plan and select digital large format sites based on these visibility results, ensuring a media buy is delivering true value to the client.
The team at Billie are already drawing from their findings to help Australian clients who are buying media in NZ, with this tool set to be a game-changer for DOOH buying, giving the assurance that a site is going to deliver beyond a discount on a schedule.
Says Poole: “Where we’ve previously relied on algorithms to understand a site’s visual metrics, now we’ll have a true, human verified assessment of every DLF site in New Zealand. It’s a really exciting development for us, our clients, and the channel in NZ.
“It is a key step forward to change the conversation with clients around the importance of visibility and how that relates to true audience and brand metric delivery.”
Stay tuned for more information on the Billie Media Index.
