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Solution for measuring the effectiveness of digital signage in Spain

The context

There is a growing demand in Europe and especially in Spain for tools for measuring the effectiveness of digital signage. Due to this, OJD Ineractiva was chosen to audit digital screens at major shopping centers in some of the most important shopping centers in Spain. OJD Ineractiva chose to base their solution on TruMedia’s demographic technology. The project was comprised of dual screens with one screen broadcasting football games and the other screen broadcasted advertisements during game breaks.

The TruMedia solution

In the first phase OJD Ineractiva installed TruMedia’s Allio devices in over 220 screens at 30
shopping centers.

Allio‐ generates true viewing data for digital displays and screens by analyzing facial
images of the people watching the displays. Relying on state-of-the-art video analytics
technology, Allio automatically detects and tracks faces captured by its sensor. Further
real time classification algorithms determine the viewer’s gender and age‐group. Allio
integrates with various business applications like content management systems , enabling
targeted ads and other content based on the current audiences’ size and demographics.
This information is sent over the Internet to the TruMedia Portal database.
Allio, like all other TruMedia products, provides true and unbiased information since it does not require audience cooperation for measurement.

Results

For the first time, thanks to the TruMedia solution, they can now accurately measure the
effectiveness’ of the digital signage content played on the screens at the shopping
malls. Further, the solution installed enables to proactively change content broadcasted in order to deliver the right message to the right audience at any given time. The result: revenues from advertisers doubled since the advertising rate, which was based on actual exposure to the
content played, increased.

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