JCDecaux measures crowd dynamics for advertising and public services in Macau

Challenge

As the number one outdoor advertising company worldwide, JCDecaux has a long-standing commitment to innovation and transparency in out-of-home media. For years, JCDecaux Cityscape has been providing precise pre and post campaign audience metrics to advertisers using BlueZoo technology across its network of Street Furniture in Hong Kong.

When JCDecaux Macau secured an exclusive advertising contract in 2022 to manage and monetize Macau City’s Street Furniture advertising, the scope of its data responsibilities expanded. In addition to delivering commercial metrics, JCDecaux Macau also committed to supporting the city’s smart city strategy by delivering anonymized foot traffic data to municipal partners.

With Macau Special Administrative Region’s population at over 687,000 and hundreds of new digital assets being installed, JCDecaux needed a solution that was reliable, cost-effective, privacy-first, and already proven in the field.
 

Solution

JCDecaux has deployed BlueZoo’s privacy-by-design passive Wi-Fi sensor technology since 2018 to measure audience presence across its Bus Shelters and other Street Furniture in Hong Kong. With this global agreement already in place and years of successful collaboration, the decision to use BlueZoo technology in the Macau City project was both strategic and simple.

BlueZoo sensors were to be deployed across 300 new assets, including 150 Bus Shelters and 150 fully digitized City Information Panels (CIPs). These sensors deliver continuous anonymized data on pedestrian presence, making them an ideal fit for both commercial and civic analytics.

As part of the city agreement, JCDecaux Macau’s ability to supply anonymized foot traffic data became a compelling differentiator—adding unique value beyond advertising reach.

Through this expanded deployment, JCDecaux Macau can:

• Provide advertisers with transparent opportunity-to-see counts and impression metrics
• Share anonymized footfall data with city officials to help guide urban planning, pedestrian flow optimization, and smart city infrastructure decisions
• Uphold privacy protections while delivering measurable value to both public and private stakeholders
   

“BlueZoo has proven to be a highly reliable and accurate partner for audience measurement.” says Anthony To, General Manager of JCDecaux Macau. “We have integrated their sensor technology since 2018, and the decision to broaden our deployment in Macau was made with ease. Their commitment to privacy and the adaptability of their platform enable us to meet the city's data requirements while ensuring continuous value for our advertisers. With the extensive network of digital screens now deployed across Macau, we are equipped to efficiently assist the city in alerting the public about crowd dynamics and take immediate action during emergencies. We look forward to further enhancing our partnership and supporting the city's development in the years to come.”
 

Results

With BlueZoo’s technology progressively embedded in the 300 street-level assets, JCDecaux Macau will be able to deliver on two fronts:

For Advertisers:

1. Accurate, third party-validated audience and impression metrics.
2. Transparent reporting to guide media investment decisions and evaluate campaign performance.
3. Data-driven media planning based on actual pedestrian presence.
    

For the City of Macau: 

1. Leverage anonymized, continuous foot traffic analytics to develop predictive models that inform and enhance urban planning strategies.
2. Utilize insights from aggregated pedestrian movement patterns to improve infrastructure design, optimize public transportation services, and strategically plan cultural events in high-visibility areas.
3. Implement a privacy-compliant solution that aligns with smart city initiatives, ensuring responsible data use while driving innovation.

Additionally, BlueZoo’s lightweight, compact build enables JCDecaux Macau to manage this large-scale operation cost-effectively, with minimal on-site infrastructure or maintenance demands. As cities increasingly look to advertising to serve dual roles, both commercial and civic, the deployment in Macau City stands as a model that smart, privacy-conscious analytics can enhance value across stakeholders.