Business Intelligence

The Business Intelligence Department was launched in August 2009. The main role of this department is to ensure relevant market data is shared with Kassab Media’s stakeholders as information and knowledge should be processed into relevant data and shared in a timely and accurate manner.

This department overlooks media monitoring tasks, media research tasks, and media auditing tasks. It adds value by keeping Kassab Media, its partners, clients, and suppliers updated on the campaigns launched in the market with competitors, thus creating an opportunity for new contacts and client acquisitions. The unit enables the profiling of OOHM audience, static or transit, via tailor-made research with leading market research firms while all the time following international audience measurement standards.

Research:

Transportation & Media Exposure Customer Research Project

As a firm that markets and sells Transit Media on an exclusive basis, we need to measure the exposure and performance of this media to the population; thus we are able to provide the media environment, agencies and advertisers with a common currency on this media consumption. An exclusive custom research, especially and specifically, designed by and for Kassab Media was put into light to mainly identify and profile the population using the Public Transit network in Dubai – be it the Metro, Public Buses, Taxis or the Marine Fleet.

This project helps us depict the following information from the market:

• Awareness of different OOHM platforms, transportation advertising media and different transmedia advertising
• Awareness of brands advertised on the Dubai Metro, Public Buses in Dubai, Taxis in Dubai, Marine Fleet in Dubai
• Demographic profile
• Private and public transportation means, roads, transportation budget

Outdoor Audience Syndicated Research Project

Kassab Media acquired access to the Syndicated Outdoor Audience tool developed by Ipsos Media CT in 2009 and 2010 with the following objectives:

• Define the travel habits of the UAE’s resident population through carefully selecting and monitoring the journeys of a representative sample (800 individuals via GPS technology)
• Allocate the traffic data to the outdoor location information collected through Outdoor Monitoring Service
• Produce audience measurement patterns of the commuters combining the above two steps
• The primary aim was to create and provide a common currency of audience research data for the OOHM platforms using a scientific approach acceptable to media owners, advertisers, advertising agencies and media planning and the media buying fraternity

Having acquired syndicated research, we are able to assess the current state of OOHM offerings, measuring their performance and probably in the near future measuring the viewership of the public transport media.

Click here to view our Research Brochure