Message Targeting
The Right Message to the Right Audience, in Real Time
John Wanamaker famously stated: “I know half of my advertising dollars are wasted, I just don’t know which half.” Until very recently, due to the inability to precisely target prospective clients, this was a very real concern for all advertisers across the board.
The Internet was the primary medium to create an effective solution to this problem. Website visitors are trackable and their online behavior can be studied. New business models have emerged from the practice of billing "per click", and online media sellers can deliver a measurable performance to help their brands improve their campaigns.
Wouldn’t it be great if this applied to out-of-home marketing as well? What if digital signage could display advertisements targeted at its current audience? What if screen time could be billed "per qualified impression"?
By harnessing the power of VidiReports's real-time audience measurement data, message targeting and accountability can become a reality for today's digital signage. By deploying an inexpensive video sensor on top of your screens and by taking advantage of the extra, unused computing power of the associated signage players, VidiReports provides you with real-time data on your current audience including the number of viewers, their distance from the screen and their demographics.
These real-time data can be used in several ways:
- The player can display specific messages according to predefined rules, reacting to viewer profiles or to specific behaviors such as approaching or turning away from the screen;
- You can bill advertising campaigns by actual impression;
- To choose the best performing messages from a pool;
- To activate the sound only when customers are watching the screen, to reduce employee fatigue.
Don’t hesitate to contact us to discover how to improve revenues and profitability of your signage network.
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