Why Is Measuring Your DOOH Audience So Important?

5 April 2021

Digital-out-of-home advertising is mostly experienced in public spaces and outside venues where it’s difficult to track and measure DOOH audience engagement. However, recent advances in artificial intelligence and computer vision technologies mean we are now able to detect and measure audience engagement more accurately than ever before using sophisticated people counting software such as Aquaji by Navori Labs.

What are the benefits of audience measurement?

It’s a way to assess the size and composition of an audience, and DOOH advertising networks use this information to ensure viewers see ads that are more relevant to them. By matching the viewer’s demographic profile to the ads being shown, advertisers get more engagement, and they can target their spending more effectively.

Navori Aquaji relies on AI-enhanced computer vision technology to analyze live camera feeds and determine the size, composition, and engagement of audiences who are exposed to out-of-home advertising. This information is invaluable to advertisers, but the audience also benefits since they are exposed to content that appeals to them. DOOH audience measurement is essential to every advertiser and brand owner.

What is an “opportunity to see”?

The term “opportunity to see” or OTS indicates how often a person has come in contact with an ad, so the OTS metric is used to measure an ad campaign’s success or effectiveness. Navori Aquaji lets DOOH advertisers select an object, a zone, or an entire DOOH display in the audience’s path, and then it scans the scene to determine if the monitored item or area is within a person’s field of view. Every time this happens, an OTS is registered.

What are “conversions”?

Conversions are validated views or engagements where a person notices an item or an ad. While there are many DOOH audience measurement software on the market that can detect basic interactions, few can detect conversions accurately. Only AI-enhanced software can perform sophisticated head movement tracking to record conversions.

What makes Aquaji better at collecting DOOH advertising metrics?

Aquaji records a conversion when a person’s head and field of vision are aimed at a specific angle to the targeted object, zone, or DOOH display. Aquaji knows when someone looked at a screen. It knows what the person looked at, and it can also tell how long they paid attention to the content shown on screen. Since Aquaji tracks the audience’s attention span, it can assess your advertising’s effectiveness and the quality of your messaging based on each viewer’s profile.

Most common people counting software can handle foot traffic with varying results due to the possibility of duplicate readings. However, Aquaji’s computer vision algorithm relies on AI to accurately track OTS and conversions resulting in more complete and accurate metrics which are essential to DOOH advertising users.

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