How Quividi’s audience measurement tech helps DOOH networks wow audiences and attract top advertisers

A DPAA-sponsored feature.

By Mark Braff.

Quividi’s anonymous video analytics (AVA) platform counts and qualifies digital out-of-home audiences in real time via video sensors installed in digital displays.

The Paris-based company calls itself “the only Anonymous Video Analytics technology with a 10-year track record across tens of thousands of points.” Quividi software runs on signage players, iOT devices, servers, with most video sensors and under most operating systems.

I recently chatted with Ke-Quang Nguyen-Phuc, Quividi’s CEO about his company.

Mark Braff: Tell us about your Anonymous Video Analytics (AVA) platform. What types of information does it gather?

Ke-Quang Nguyen-Phuc: Quividi’s AVA platform accurately counts and qualifies audiences in real time.

For any communication running on a Quividi-equipped screen, we provide an extensive range of contextual information: gender, age and mood of the viewers as well as the total dwell time while in the field of view of the video sensor, the total attention time (i.e., the time when a person’s face is turned towards the video sensor) and the position and distance from the video sensor.

In addition to the above data, which is collected for each viewer, Quividi produces an estimate of the total footfall in front of the video sensor.

Ke-Quang-Nguyen-Phuc-Quividi-CEO
Ke-Quang Nguyen-Phuc, CEO of Quividi

MB: How do media owners, agencies and brands utilize your data?

KN: We help network operators, advertisers and agencies know and wow their audience.

DOOH/DPB networks use our metrics to optimize their screen impact (optimal placement, loop duration) and present convincing and trusted pre-sales insights to advertisers. They can deliver precise “audience campaign reports” to their advertisers, broken down by demographics, time and sites, that measure the impact of their advertisement. This data is also paving the way for programmatic efficiency gains.

To see an example of Quividi at work, watch this VIDEO

Our real-time data allow creative agencies and advertisers to create context-responsive campaigns designed for diverse audience groups. We also cooperate with them to fine-tune their content, with services such as AB Testing and second-by-second mood analysis.

One of the best examples is the multi-awarded Women’s Aid Campaign, created by WCRS, that has run on Ocean Outdoor’s screen in Westfield London (UK).

Watch this video of the Quividi-enabled Women’s Aid Campaign

To further foster the development of such scenarios and make it accessible to every creative mind, we launched VidiStudio, a new designer tool that agencies can use to easily shape audience & context-triggered campaigns in a few clicks and no coding.

MB: Can your AVA platform be used programmatically?

KN: Our platform already provides historical and real-time data to numerous DOOH & DPB networks trading ads programmatically.

In the programmatic space, the need for contextual data is instrumental for any networks, advertisers or media agencies wishing to sell, buy or target more efficiently specific demographics.

Also, it is only AVA platforms which can report on the real viewability of a DOOH campaign – this is critical for advertisers. We believe that attention measurement, especially in this programmatic era, will be the new standard for brands and agencies wishing to get accountability from their ad budgets.

MB: How do you address privacy concerns?

KN: Privacy has always been a fundamental guideline in the development of Quividi’s technology.

That’s why our software relies on face detection and face analysis, not on face recognition. In other words, while our algorithms can detect the presence of a person and can determine some broad characteristics such as gender and age, they cannot determine the identity of a person, either in absolute terms (i.e., by associating a face to an identity record) or in relative terms (i.e., by recognizing the recurring appearance of a face at different measuring points).

Additionally, Quividi does not collect or record any image or video, it only collects the anonymous “metadata” that describes the size and the demographics of an audience. As soon as our video processing solution processes an image, the image is immediately ‘forgotten’ by the software.

On top of that, all the anonymous audience measurement data generated by our software is securely encrypted and securely uploaded to our servers; it is never sold or shared with third-party entities and only the legitimate owners have access to it.

We are committed to consumer privacy and we endeavor to remain up-to-date on the official legislation and public opinion on privacy concerns. As a result, Quividi has always been authorized to operate in all the countries where it had to consult a local governmental Data Protection Agency.

MB: In what regions of the world is your platform being used? How many consumers do you analyze in a typical month?

KN: Quividi’s platform operates in 50+ countries across the world and, currently, analyzes 500+ million people every month.

Since our creation in 2006, we have measured more than 10 billion faces.

MB: Can you share the names of any of the brands / networks utilizing your platform?

KN: Quividi has so far worked with almost 500 end-customers.

We are proud to collaborate with many of the most innovative networks in the industry: Amscreen, Cineplex, Grandi Stazioni, Ocean Outdoor, oOh! Media, Pattison Onestop, PilotTV, Scentre Group (Westfield) and others.

On the brand side: Bose, Coca-Cola, Harrods, Mondelez, Sephora, Sony, Telstra and Tesco have trusted our platform.

MB: Your company joined the Digital Place Based Advertising Association’s (DPAA) last month. What are you hoping to get out of your DPAA membership?

KN: DPAA is a great forum to extend our knowledge of the industry and exchange on all key challenges that DPB & DOOH media are facing: audience measurement, standards, shift to programmatic, creativity, real time context integration.

We will benefit from the immense collective knowledge of its members and partners and, eventually, from the business opportunities of its growing ecosystem.

***

To learn more about Quividi, visit: quividi.com

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