The Calibre platform will be jointly owned by JCDecaux and oOh!media under the terms of the arrangement.

JCDecaux developed the platform in 2017 as an OOH planning and measurement tool.

It has now been endorsed by New Zealand’s Out of Home Media Association Aotearoa (OOHMAA) as the singular out-of-home audience measurement platform.

The platform allows users to calculate net reach at the geographic level appropriate to the campaign, at local, metropolitan or regional level. 

The two companies said they are working with “a number of new members” planning to join the platform, as well as with developer Reach Media to plan its ongoing development.

Mike Watkins, country head, JCDecaux NZ (pictured, right), said: “This move solidifies Calibre as the industry currency measurement tool and the platform to unify the industry. We are delighted that oOh!media has chosen to invest in Calibre and that there has been a great amount of collaboration both within the industry and among out-of-home suppliers.”

Nick Vile, New Zealand general manager, oOh!media (pictured, left), said: “The industry has been on an audience measurement journey for some time, with many options considered either at a sector level or as proprietary tools. Calibre emerged as the key candidate for a sector unifying tool because of the robustness of the data inputs and supporting methodologies.”