The industry’s leading advertising networks make use of insightful audience foot traffic analytics to give them a better understanding of consumers and ad efficiencies. As Yoann El Jaouhari, managing director of JCDecaux Cityscape observes, “We can see a trend whereby DOOH is also being used more creatively, pushing contextual dynamic contents to specific audiences, and also complementing social media campaigns, either through integration or through content creation.”

It’s time for you to level the playing field.

BlueFox.io Solutions provide real-time audience data at your fingertips, empowering your network and your clients, whether it is out-of-home (OOH) media or digital signages.  So, without further ado, here are the four must-have real-time audience analytics (stick around for a bonus!) that will empower brands and advertising networks to deliver effective and conversion-driving ads:

Exposure
Getting audience exposure is a common and imperative practice to assess ad efficiency and give advertisers and agencies an overview of foot traffic in ad spaces.

How do we do it? Simple. BlueFox.io sensors evaluates traffic by counting smartphones. It has never been that easy to measure audience exposure. We track “real time” and “over time” Opportunity To See (OTS) counts (example: current video wall OTS is 12, total since 8:30 AM is 144)

Location Density
Location density data delves deeper into multi-location advertising campaigns. With location density analytics, advertisers and agencies can determine which advertising campaign location yield the best audience exposure. Examples of location density analytics include viewing hotspots and top traffic clusters to evaluate and test the efficiency of your campaign.

This can enhance the advertising strategy and planning process. Knowing the distribution and audience exposure is great for increasing ad efficiency but we can do better.

Dwell Time
In a recent research, it was found that 55 percent of people who viewed a digital signage could recall the specific message displayed every time they passed one. Audience dwell time shows how long customers stay engaged with the advertising media.

There are many reasons to use dwell times, mainly, to refine test media and generating advertising insights. A/B testing multiple creatives can show you which asset has the highest retention rate. Also, tracking recurring traffic patterns and identifying "premium" advertising hours, days, or season can give you a great level of precision for your campaign management.

Advertising efficiency rates evaluations are greatly improved using dwell time analytics.

Frequency and Cumulative Unique Reach
What’s your playlist strategy? Commercial Integrator says an effective frequency is 4 - 7 times. Measuring impression frequency rates will help advertisers and brands understand the amount of times an individual has been exposed to the ad media. (example: of the 1,234 people who were around our ad over the past 72 hours, 321 of them had never seen it before).

Tracking cumulative impressions and unique reach would reveal the number of new/unique audience that the ad is targeting. This insight is absolutely imperative in helping brands and agencies determine when their ad campaign has hit its saturation point. Also, different messages can be sent to a consumer for each successive exposure to your messages.

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Bonus! The BlueFox.io Audience Analytics Sample Report 

Thanks for sticking around, here is the bonus as promised! As part of the BlueFox.io suite of solutions, we generate a report of the different audience foot traffic analytics to help advertising networks communicate the campaign results to their clients and brands. On top of the 4 metrics mentioned, there are many more insightful and actionable analytics included in the report, for example, week/month impression breakdown.

While our clients use their real-time audience analytics to measure and optimize their ad efficiency, they are also successful in engaging with their audience through our proximity-based customer engagement solution. Stay tuned for our next article on how our clients have managed to establish and maintain strong customer relationship through proximity-based messaging!

Sources:

  1. http://www.marketing-interactive.com/the-top-trends-to-watch-in-ooh/
  2. https://oaaa.org/NewsEvents/PressReleases/tabid/327/id/4244/Default.aspx
  3. https://www.commercialintegrator.com/av/10-content-challenges-digital-signage-programs/