7 Years of TMN Data: Key Learnings from Audience Measurement 

At TMN, data has always led the way. From the very beginning, we’ve used it not just to make smarter advertising decisions, but to prove something essential: we’re present, we’re visible, and people are actually paying attention. For us, it’s never just about where the screens are—it’s about how they make an impact. 

How We Measured (Then and Now) 

In our early phase, we leaned on building-level data. Then, we constantly improved ourselves and our metric calculation by working with our telecommunication company to estimate traffic and impressions using the data provided. This allowed us to lay the foundation for showing that our screens weren’t just installed—they were part of the daily rhythm of these spaces. 

But as media consumption habits shifted and advertiser needs became more dynamic, we realized the importance of having something more real-time, and more reliable. We refined our measurement approach by using more advanced data sources, allowing us to deliver more accurate and meaningful audience insights. 

From Numbers to Nuance 

Our understanding of audience behavior has evolved significantly over time. With data as our “bible,” we’ve continuously sharpened the way we interpret impressions, traffic, and audience engagement—drawing not from a single source, but from an expanding ecosystem of insights. We’ve integrated findings from previous studies and enriched them with telecommunication data to build a more nuanced view of how our media performs. 

One of our biggest milestones came in 2024 when we conducted a breakthrough research project with Kantar, comparing indoor screen channels like TMN to other media platforms. It’s rare for the OOH (Out-of-Home) category to be studied this way, especially for indoor placements, and we’re proud to have contributed something meaningful to this space. 

 

Touchpoint Attention Rate (%)

Turning Data into Impact 

Every year, our ecosystem grows stronger. With insights from building data, enriched audience tracking, independent research, and advanced analytics, we’ve created a more holistic view of how our screens perform—not just in theory, but in practice. Because for us, it’s not only about visibility. It’s about effectiveness. It’s about helping brands make the most of every second on screen.  

Early on, we also understood that while reach and impressions are important, impact is what truly matters. That’s why, starting in 2021, we began a new journey—helping our clients better understand the effectiveness of their campaigns beyond the surface-level numbers. We partnered with trusted research agencies like ADA, Populix, and Kadence International to conduct post-campaign surveys for selected clients. These studies helped brands uncover the deeper value of their exposure: how many people recalled their messages, how opinions shifted, and whether intent to act was influenced. 

A great example of how data can drive real results is the Promina Puff campaign in September 2024, as researched by us. Entering the competitive children’s snack market, Promina faced several challenges—low awareness around healthy snacks and a higher price point that made the product feel more “niche.” To help address this, TMN offered Promina a campaign placement on screens in residential apartments, allowing direct access to mothers who prioritize high-quality nutrition for their children. With targeting guided by audience and lifestyle data, the campaign reached 88% of its intended viewers—most of whom showed interest in buying the product. Even better, 99% said they wanted to try it, and 83% looked for more information afterward. It shows how the right message, in the right place, backed by data, can truly make an impact. 

Looking Ahead: Sharper Data 

As we continue to improve how we collect and interpret audience data, we’re investing in smarter tools and deeper collaborations—not just for the sake of innovation, but because we understand that what truly matters to our clients is achieving meaningful outcomes. Our sharpened measurement capabilities work behind the scenes to ensure that every insight we provide is timely, actionable, and impactful. 

After seven years, one thing remains unchanged: data continues to guide our journey. But today, it’s no longer just about proving visibility—it’s about proving real impact and delivering the outcomes our clients care about most. 

Here’s to the next chapter of growth, innovation, and making a greater difference—through data that truly works.