Location intelligence company Measurence moves into DOOH advertising

A DPAA-sponsored feature.

Measurence, a location intelligence company that quantifies people’s offline behavior and delivers actionable analytics for the physical world, recently joined DPAA. Mel Stott chatted with Elio Narciso, the company’s Founder & CEO.

How does Measurence gather data on consumers?  

We created a proprietary software solution that leverages off-the-shelf plug & play access points and turns them into sophisticated WiFi sensors. Our technology does not require active inputs from the audience in order to measure it – as long as a mobile device has WiFi “on,” we are able to detect presence, location and activity of that device, while preserving privacy. By acquiring our inputs in this manner, our population sample is very large at any given time – about 70% of mobile devices have their WiFi on and can be measured correctly.

With what types of other sources do you combine your data to provide actionable insights for marketers?

By applying our algorithms, we generate actionable insights. We are a first-party data provider, meaning we collect the data and the user works directly with us. We also collect data from social networks, weather data, events data and other private sources.

What work  have you done in the digital out-of-home market?

Measurence Scout has helped outdoor advertisers quantify their impressions, which allows them to differentiate their offering (owner of the advertising space), negotiate better pricing (advertiser), and quantify ROI (owner of advertising space and advertiser).

For example, Measurence Scout has helped GINSA, a premium billboard provider, with their outdoor media campaigns by providing them with analytics on impressions per billboard, demographic data, returning passers, as well as social media insights. They used Scout to certify the traffic around its billboards, negotiate better prices for new locations, and quantify their clients’ ROI. Their clients were able to attribute success or failure to GINSA’s billboards in ways they could not before.

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DPAA’s Video Everywhere Summit 2017 in photos

What happens at Video Everywhere goes everywhere…

Another successful event by the DPAA connected and reconnected hundreds of digital out-of-home advertising professionals on November 1, 2017 at the Roosevelt Hotel in New York.

Photo Credits: Doug Goodman.

Barry Frey, President & CEO, DPAA and Mike Linton, CMO, Farmers Insurance.

 

Barry Frey and Mark Ingall, Managing Director, Global Marketing, Citibank

 

Barry Frey; Andrew Swinand, CEO, Leo Burnett N.A.; Rob Norman, Chief Digital Officer, GroupM Worldwide and Chairman, GroupM N.A.

 

Barry Frey; Paul Woolmington, CEO, Canvas Worldwide; Bobby Jones, Co-Author, “Good is the New Cool: Market Like You Give a Damn;” Mark Ingall, Managing Director, Global Marketing, Citibank.

 

Patrizio Spagnoletto, Head of Media & Subscriber Growth, Hulu; Cat Greenleaf, Host, “Talk Stoop” and canine pal Norma Rae; Thomas Teepell, CMO, Lamar Advertising.

 

Robert Riesenberg, Founder & CEO, RER Entertainment; Arlene Manos, President, National Advertising Sales, AMC Networks; Gary Reisman, Founder & CEO, Leap Media Investments.

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Sports entertainment company Topgolf helps brands to reach 10.5 million guests annually via its 5,000-screen national DOOH network

A DPAA-sponsored feature.

Topgolf, a company that inspires people of all ages and skill levels – even non-golfers – to come together for playful competition, recently joined DPAA. Mel Stott chatted with YuChiang Cheng, President of Topgolf Media.

Please tell us about Topgolf’s business.
Topgolf is a global sports entertainment brand with in-venue entertainment, media properties, original streaming video series, mobile gaming, immersive simulators, competitive tours, more than 100 live concerts annually, pop-up social experiences and the world’s largest digital golf audience.

Across its 34 venues worldwide and growing, Topgolf offers fun and interactive games for all ages and skill levels, paired with an outstanding chef-driven menu, top-shelf drinks, big screen TVs, flexible private event spaces and music in climate-controlled bays for year-round comfort.

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A Topgolf venue

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How digital signage helps restaurants improve their margins

By Richard Murton, Display Technlology.

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Richard Murton, managing Director of Display Technology

Like many industries, the food industry is facing challenging conditions. Supply-side issues are pushing up the prices of some ingredients and for some, labour costs are also increasing.

The problem is that at this time for many restaurants, especially fast-food restaurants, competition doesn’t allow them to increase prices much to reflect these higher costs. This means that these businesses have to look to technology, in particular digital signage, to improve their margins. Here are three ways in which it can do so.

Keeping costs down.

The idea of changing prices according to the factors which influence demand is not new. It does, however, have more significance for the food industry since there are not just seasonal variations in what people eat, but the time of week and even time of day can both heavily influence how long people take to eat and hence what foods they want. For example, the same restaurant might only serve quick breakfasts and buffet lunches on weekdays, but offer a brunch option on weekends.

Up until the arrival of digital menus, managing these different pricing structures was expensive and time-consuming. It involved either printing and distributing the right menus at the right time or having all the different prices on display at the same time, leaving customers (and indeed staff) to pick their way through them, thus opening up lot of potential for confusion (read staff mistakes and/or unhappy customers) and/or making it obvious that different prices were being charged for the same item of food.

Digital signage makes it almost effortless to display the right price at the right time, regardless of how often you’re changing it. Continue reading

Reflect’s DOOH tech platform powers 350 thousand digital displays in retail, entertainment and hospitality venues

Reflect, a Dallas-based, full-service provider of digital signage technology, joined DPAA earlier this year. Mel Stott recently chatted with Matt Schmitt, Reflect’s President & Co-founder.

Please tell us about your company’s business, including your AdLogic platform and ReflectMedia service.

Reflect has been helping brands power digital media networks since 2001. We have an enterprise-class content system called ReflectView, which supports digital signage and interactive applications across a variety of screen and device types.

Our AdLogic platform was developed in response to an industry need for a highly automated approach to ad trafficking, delivery and reporting. One important point about AdLogic is that it can work in conjunction with programmatic ad sales, but at its core it serves a vital function for direct media sales – i.e. a media network selling directly to agencies and brands.

Reflect TV Photo
ReflectTV screen

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DPAA member profile: Arch Global, a financial planning firm

Arch Global, a financial planning firm for individuals, families and businesses, recently joined DPAA. Mel Stott spoke with Sheraz Iftikhar, Managing Partner, Arch Global, about his company.

Please tell us a bit about Arch Global’s business.

Arch Global Advisors provides comprehensive financial planning for individuals, families and businesses. Collectively, our team has more than 50 years of wealth management experience. Using the Voya Financial Advisors independent platform, we bring to bear high-value investment products and services from some of the top financial firms in the country. Continue reading

DPAA Leads Advertising Week Sessions on Programmatic DOOH and Location Data

NEW YORK, September 25, 2017 – DPAA, the global organization for everything digital out-of-home, will lead a pair of Advertising Week sessions focusing on two timely elements of the sector’s rapid growth: location data and programmatic.

The panelists will examine the state of both technologies, present real world examples and make projections on how they will impact brands in the coming years. It is anticipated that some panelists will be announcing new digital agreements and application launches.   Continue reading

DOOH tech provider Arrow powers major networks behind the scenes

Arrow Intelligent Systems (AIS), a leading OEM services provider with particular expertise in Visual Media, recently joined the DPAA’. Mel Stott talked about the company with Scott Falso, Director of Market Development.

What is Arrow Intelligent Systems and what do you do in the digital out-of-home arena.

Arrow Intelligent Systems (AIS) is a leading OEM services provider with particular expertise in visual media.  Our acquisition of Seneca Data in 2014 brings market specific engineering and product development experience to the team. Arrow’s primary play in digital out-of-home is helping networks with purpose built playback, display and interactive kiosk technology backed by a suite of services to lower costs and increase customer experience.

The media player itself is often taken for granted when people talk about digital out-of-home, but of course they are of extremely high importance. What sets your media players apart?

Arrow has a broad offering of media players ranging from tier 1 solutions from HP, Dell and Lenovo as well as niche brands like Seneca. Seneca media players are purpose built for digital signage networks and have been optimized for 24/7 operation.

Arrow has partnered with leading content management companies such as Broadsign (DPAA member), to offer players that have been optimized and certified for their application software. Arrow’s extensive testing and validation takes place in their Advanced Engineering Services center that includes a thermal chamber, 4k video wall arrays and a variety of bench-marking software. Validation done in the factory ensures project success in the field.

In addition to media players, Arrow offers commercial displays both framed and unframed to be used in kiosk, video wall and outdoor environments.

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Arrow Systems in action. Photo courtesy of franckreporter

 

Do you sell your screens directly to the venues, or to network content providers… or both? Continue reading

Location intelligence firm Ubimo integrates DOOH campaigns with mobile

A DPAA-sponsored feature.

Ubimo, a location intelligence technology company, recently joined the DPAA’s membership ranks. Mel Stott interviewed Kelly Lawler, Ubimo’s VP of Sales.

Please tell us a bit about Ubimo’s business.

Ubimo’s technology empowers companies to gather, analyze and activate geospatial information in order to make their digital marketing perform better by turning raw location data into actionable insights. The tech is in the form of a self-service platform, giving our clients both transparency and control.

Our Location Intelligence Platform combines proprietary geo based technology with advanced artificial intelligence. This allows customers to analyse 1st and 3rd party data about real world behaviors in order to make better advertising decisions.

For the OOH industry, our platform offers media owners a more granular understanding of the people exposed to their properties by amassing demographic, behavioral and geographical signals.

Our audience extension tools match OOH billboard locations to exposed mobile devices. As a result, we have the ability to monitor exposure rates and behavioral trends.

This allows for a more effective campaign work flow for and re-targeting strategies that get results.

Another advantage of the platform is its ability to perform in-store visitation attribution in real-time, which allows advertisers to optimize campaign variables more precisely.

Ubimo Visual

How does the AI component of your platform work? Continue reading

India’s largest DOOH ad network in railway stations plans to expand into bus and Metro transit

A DPAA- sponsored feature. Vyoma Media, India’s leading out-of-home digital media solution company, recently joined the DPAA as the group’s latest international member and first from that country. Mel Stott recently chatted with Shoumitro Goswami, Vyoma’s COO.   

In what types of venues are your screens located?

We are currently located at railway stations across India and have been fortunate to have an on-going relationship with the Indian Railways for a number of years now. Specifically, our screens are located at the ticket counters where on average 23 million tickets are bought every day. This allows us to engage with a captive audience who are typically waiting in-line for 10-15 minutes.

We’re also exploring opportunities within the ever expanding Metro system, local bus and highways network in the country.

What type of content do you play?

Our goal is to inform travelers better, which in the past only happened verbally when the traveler came face to face with the ticket counter executive.

In order to get travelers to view our screens, the bottom ¼ of every screen shows their ticket information (details of a traveler’s purchase and journey). So now when they are purchasing their ticket they have already got a preview of their details on the screen before completing their payments.

On the top ¾ of the screen we show advertising, railway content and also content that we’ve created in-house. Advertisements are normally a 10-30 second video, animation or stills that are provided by our clients. Railway content includes trip-related information and public service announcements.

We also put up engaging content that might include cricket or sport scores, information about the location the traveler is at, historical highlights and relevant national news highlights.

Vyoma Photo- 2

How many consumers see your screens each month? Continue reading