Audience Measurement
Blind Advertising Is Over
“An unmeasured media is an undervalued media”. Never has this piece of marketing wisdom been more applicable than in the case of today's point-of-sale and out-of-home signage. According to POPAI UK, during a typical 20-minute trip to the store, the average shopper is exposed to over two thousand different signs, including:
- Traditional point-of-sale promotional material and branded fixtures such as end-caps and windows in shops;
- Digital signage in all its many forms, from Retail TV to electronic billboards;
- Posters and light boxes both in-store and in transit areas such as transportation concourses, pedestrian areas and food courts.
In the vast majority of cases, these media are not measured. Attempts at estimating the impact of a point-of-sale campaign usually rely on indirect metrics. However, quantitative measures such as footfall depend on unprovable conversion ratios; qualitative measures such as exit interviews are necessarily biased due to limited sampling and selective recall.
With Quividi's solution, however, the days of blind advertising are over: VidiReports and VidiCenter are the ultimate way to measure and to add value to public space media.
By deploying an inexpensive video sensor in the vicinity of the monitored media and by taking advantage of the extra, unused computing power of standard signage players, Quividi’s software provides you with key metrics on your signage installation:
- An estimation of the opportunity to see; (OTS)
- A precise count of actual viewers;
- Various aggregate inidces on viewership such as dwell time, attention time, "face minutes";
- Precise viewership demographics;
- Precise correlation between viewership and content, via the inclusion of playlists in VidiCenter.
All the while, Quividi's solution is fully respectful of privacy since no image is ever recorded and since all entries in the database are non-nominative.
Some of the charts available with VidiCenter:
Viewers per stores
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Attention time
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Gender split
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Attention time split
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Screens ranking
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Count and gender split
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Don't hesitate to contact us to discuss your next advertising project!
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