This is not the first time we deal with the issue of Audience Measurement in the blog. However, after months of (useful) discussions with media executives, Big Data experts, Digital Signage people and audience control agencies, we have started to produce some ideas. The first of the (raw) material comes out in this post, and has to deal with API use.
Firstly, let me recommend reading of this COMPUTERWORLD article on Open APIs.
So if the World Bank, Bloomberg and others have launched open API initiatives, then why don´t we do the same with DOOH advertising?
The obvious answer is: we do not have enough data. That may be right, but has an easy solution: more audience measurement stuff.
Our perspective on wide usage of cameras and related devices for measuring audiences in DOOH (commercial) displays have in the past been pessimistic. Those camera systems, on top of monitors or totems showing advertising, used to have problems :
- Too expensive: therefore few systems in place and little info to work with
- Hard to extrapolate valuable, consistent and standardized information
But that is a thing of the past!
THE TRIGGER THAT LEAD TO THE CHANGE
I must say one event has changed our view: Amscreen’s Quividi deployment at Tesco petrol station stores. This 100% screen audience measurement deployment is definitely changing the way we see the world of metrics.
Let us for a moment check the state-of-the-art of DOOH metrics:
- Average Unit of Audience (AUA)
- Opportunities to See
- No. of viewers
- Cross data between the above
Also we may use certification agencies to provide proof of data, although I do not see this is as compulsory. Experience tells many “certifiers” will appear in the market to do so, few will survive. Product manufacturers (the advertisers) will rely on them, biggest retailers will not.
Every new network from now on will necessary need 100% measurement. That is: EVERY SCREEN MUST MEASURE ITS AUDIENCE. Cost level is affordable (although manufacturers should make an effort on this); the technology exists (and is mature enough). Time is now!
THE FUTURE IS TODAY: FREE APIs
Let us say first that 100% screen audience measurement IS NOT ENOUGH IF WE DO NOT MANAGE THE DATA. Let me dream of a world in which we can play with the data coming from petrol stations all over the world (not only Tesco’s). And compare with other Tesco stores, or Lidl’s, or Intermarche’s, or Ahold’s, or Mecadona’s…
And what about shopping centers? We could be able to examine our campaigns’ success in our shopping malls, but also on our competitors! And of course, all in real time, so we could have the ability to change along the way…
So please Audience Measurement SW and HW companies: give away your APIs to independent SW apps designers in the world. What would the market benefit from it is obvious: it is the end of the metrics discussion in DOOH. From that moment on, this medium or channel would be as measurable as the Internet, far – far better than static OOH advertising, TV, press or whichever other existing channels in which we are used to advertise.
Imagine of a world where we can analyze sales effectiveness by every desirable parameter (perhaps advertisers would be allowed to have the key to unlock the name of the product, only for themselves to know).
- Connect all the screens where your product is being advertised
- Compare how your product is selling in relation to the advertising, under different typologies of stores: petrol stations, large shopping centers, convenience stores, low cost, etc.
- Cross information with social media on line shopping apps (Milo and RedLaser use BBYOPEN API), with on site selling data, with local weather, with local health data, with news, with competitors data, with … ANYTHING
- Combine with data from interactions: Tactile, NFC, QR, etc.
- Review all historical information
- Plan according to what you just got
We expect new large DOOH deployments to include 100% audience measurement (cameras) with every screen. This, together with offering open APIs from specialized SW and HW analytics companies, will help develop SW apps to crunch this information with any imaginable source, with unforeseeable marketing results.
Welcome to the world of BIG DATA and DOOH Measurement. Nothing will be the same from now on.