By Mel Stott, contributor for DPAA.
One of the Digital Place Based Advertising Association’s (DPAA) newest members is AdMobilize, which joined the association this fall. AdMobilize provides the digital out-of-home and retail industries with a turnkey and scalable software and hardware platform that includes audience measurement; facial detection and recognition; vehicle detection and recognition; gesture recognition; people counting; demographic analysis including age, gender, emotion; dwell time, and more.
Rodolfo Saccoman, CEO & Co-Founder of the company, told us more in a recent interview.
Tell us a bit about what AdMobilize does.
AdMobilize is a machine intelligence company making sense of the physical world. The company’s mission is to connect the physical world to the online grid by utilizing pioneering computer vision and artificial intelligence technology. We were born in 2012 to solve this problem for the OOH and DOOH industries.
Over the past 11 months we have seen first-hand a shift in the industry, and to our surprise, our 2016 growth has been about 2,500% over last year. Based on our internal forecasting methodology, our models suggest 2017 will be the year the entire industry will awaken to the power of machine intelligence.
In essence, AdMobilize makes any asset instantly smart, including static inventory. Our analytics platform and infrastructure is holistic, thus it encapsulates people, crowds, and vehicles. We can use your existing cameras and players or our patented “plug & measure” solutions, including the AdBeacon Computer Vision Camera optimized for street-level assets.
Complete installation of the AdBeacon Camera takes less than a minute to set-up and the camera takes 10 anonymous pictures per second; all while running and processing our proprietary machine-learning algorithms in real-time to an intuitive dashboard.
Sounds complex? It truly was. It took us three years, 30 full-time brilliant engineers, and over $6M invested to achieve what everyone thought was impossible; the ultimate all-in-one computer vision platform enabling actionable real-time intelligence for the industry.
Our technology provides the DOOH, OOH and retail industries with the most complete software and hardware platform including: audience measurement, facial detection and recognition, vehicle detection and recognition, gesture recognition, people counting, crowd analytics, demographic analysis including age, gender, emotion and dwell time, just to name a few.
Clients utilize our technology with three main perspectives; capture, interactivity and dynamic. “Capture” refers to autonomous and unanimous data being collected from people, crowds and vehicles. “Interactivity” focuses on audiences interacting with digital screens via gesture recognition, facial detection triggers and vehicle model identification.
Finally, “dynamic” relates to the concept of serving content based on criteria defined by the brand, CMS, DMPs and ad servers. Clients also come to us for special projects. For instance, one of our main partners in Japan wanted us to create the most accurate facial detection algorithms for identifying Asian demographics; we achieved that with the highest accuracy percentages of any computer vision company in the world.
With over 100 clients in 50 countries, our clients rave about: the turnkey nature of the technology; the ability to utilize the data to yield rates via CMS and ad serving platforms; gather actionable business intelligence; serving of dynamic content based on on-site audience response; and the utilization of real-time audience analytics dashboards.
We are inspired to have created a highly scalable platform equating to the “Google analytics” for the physical world.
Can you provide a real-life example of how your software and hardware are deployed?
Absolutely. One of our first partners to begin working with us was a company in Bogota, Colombia called Virtual Media, a market-leader providing digital signage solutions in the region. They are working with us on various projects in the digital signage and retail verticals.
One of the successful implementations was with a large bank chain in Bogota. Our AdBeacon cameras, along with our instant-detection audience measurement software, are being used to provide data to create insightful reports about the audience visiting these branches each and every day.
Specifically, we have devices deployed in conjunction with digital signage to provide attention measurement for content played. This is being reported and segmented by gender and age to curate content so that it plays at the moment of greatest impact.
The deployment was made possible by the plug and play nature of our products and the help of our partner, Virtual Media. For the bank, they can now use real-time foot traffic, demographic and mood data to make actionable decisions about the customer experience within each branch.
Another project was with Flesad, Chile’s largest operator of large format digital billboards which utilize our vehicle analytics platform. Brands advertising on their boards wanted to elevate ROI metrics by understanding, in real-time, vehicle and traffic data, peak periods and speeds. Ads can now be triggered based on data and driver attention time.
Who are some of your clients?
A few notable partners include NanoLumens, Havas Media, Adams Outdoor, Flesad, Barco, EDM Group, Verizon, WatchFire Signs, Inviron and P&G.
We are blessed to work with amazing companies who are co-shaping the future of out-of-home advertising. AdMobilize has a “customer-first” mentality; it’s part of our DNA. Our clients cover a pretty wide representation of the entire industry including digital screen manufacturers, CMS providers, integrators, player manufacturers, carriers, operators, media agencies and brands. 50% of our clients are in North America, 35% in LATAM and 15% globally.
We have a very diverse team of 35 who are fluent in 10 languages, which has been a huge benefit as we work with small to large clients on almost every continent. You can visit AdMobilize.com for a more comprehensive client list.
You have an impressive board of advisors. Please tell us about them.
As CEO and Co-founder of AdMobilize, one of my main earlier goals was to assemble a high-caliber board of advisors, which would be capable of reducing our learning curves, increasing our development velocity, and positioning us into building a great company. I have serendipitous stories of how each board member came to be, perhaps for another article.
Meanwhile, our goal is clear, to develop a machine intelligence platform that would create immense value to our clients.
Our board of advisors include Mok Oh, a serial entrepreneur and former Chief Data Scientist at PayPal; Kurt Holstein, who founded and sold Rosetta Digital for $575M; Noel Elman, a serial entrepreneur and renowned MIT research scientist; Beto Dantas, who was head of innovation at Flextronics; and Nabyl Charania, CEO of Rokk3r Labs, among others.
What prompted you to join DPAA?
As a serial entrepreneur, I believe that invention is interlaced with humanity’s quest to create. I like to study patterns of how disruption progresses from idea to mass market adoption. Patterns allow us to begin to understand how innovation is born and how it evolves until it becomes part of the new reality. I had the pleasure of meeting Barry Frey, head of the DPAA, and immediately connected to his passion to elevate the entire industry. Barry is a “true connector,” coupled with a contagious vision to comfortably unite people towards achieving a higher goal; I love that. OOH and DOOH are amazing industries and I believe we have just scratched the surface of what it will become. Exponential growth will come from advances in yield management, increased inventory due to reduced hardware entry points, real-time analytics and the integration into mobile and Internet of Things platforms. My entire team is excited about being valuable and involved participants with the DPPA and all its members. To the future!