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Digivans trial out of home measurement technology

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By The Drum Team, Editorial

April 30, 2009 | 3 min read

SA Screen Media – creator of digivans, the vehicle-mounted out of home rear-projection screens – is trialing new technology that aims to give outdoor advertising greater accountability.

The digivans are being trialled with revolutionary audience measurement software from Quividi.

A webcam is mounted on to the vehicles and used to measure how many people have looked directly at the screen, as well as the cumulative time spent exposed to the media.

The VidiReports software also counts the aggregate ‘opportunities to see’ and dwell-time in front of the screen in addition to determining the viewer’s gender and age bracket.

Trials are taking place with the technology to develop it even further for outdoor applications. Potential developments include the use of specialist cameras for night-time data capture, increasing the camera’s range and the use of multiple cameras to create a single panoramic view.

Measurement of this type has been applied in the past to indoor OOH media, in shopping malls and venues. It has not yet been used with mobile outdoor media and will therefore present new opportunities for agencies to demonstrate the value of outdoor campaigns.

“Accountability is becoming an increasingly important factor in the marketing sphere”, commented Adrian Exton, director of BlueSight Systems, the distributor of Quividi in the UK and Ireland. “The digivan-mounted cameras present opportunities to supply clients with real data to prove the worth of campaigns. More importantly, it allows them to react quickly to data and make changes to messaging or content to achieve better response, interactivity and brand retention.”

VidiReports stores no video or images, it simply uses the cameras to view a scene and calculate the relevant audience data, meaning no data protection or privacy issues.

http://www.digivans.co.uk/

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