Described as a “first-of-its-kind joint application that measures campaign effectiveness based on audience numbers, viewer behaviour, and ad-triggered actions” the solution has been field-tested since February 2009 at two grocery stores in the Greater Toronto area, on 25 screens operated by The Marketplace Station.
Haroon Mirza, Director of Business Development at CognoVision told us “The combination of our analytics application and BroadSign’s proof-of-play data opens up unprecedented opportunities for marketers to gauge the effect of almost every ad dollar invested in a digital signage campaign,”
He added “By using our system, both network operators and advertisers can eliminate a significant amount of guesswork from campaign creation. They will see what content works better, what ad slot length is more effective, how long the loop should be for maximal impact, and can adjust other critical parameters. The audience data can also be processed against point-of-sale records to correlate the digital signage campaigns with actual sales lift,”
According to Mirza, the ability to gather campaign analytics on a continuous basis across all screens in a digital signage network, 24 hours per day provides instant insights about customer behaviour and campaign effectiveness at a fraction of the cost of traditional research methods.
CognoVision’s AIM system processes the data feed from the optical sensors embedded in the screens and generates anonymous viewership statistics – this aggregated data is then correlated with proof-of-play reports from the BroadSign network management software using CognoVision’s web-based analytics tool (which is consistent with the Out-of-home Video Advertising Bureau’s (OVAB) Audience Metrics Guidelines).
About Planet-Tek Systems and The Marketplace Station
The Marketplace Station™ is owned and operated by Planet-Tek Systems, which privately held in Ontario, Canada. Since 2002 Planet-Tek Systems, a specialist in digital signage management solution’s, has built a trusted reputation in the IT industry through providing clients with computers, servers and networking services. Planet-Tek Systems will be expanding The Marketplace Station concept into natural-health retailer locations throughout 2009, to continue to offer marketers the ability to reach their target demographic through highly targeted media such as digital signage.