Recent BroadSign convert, Adtower Digital Media has now partnered with Quividi. We are told that Adtower will be providing its customers with Quividi’s VidiReports, an image processing and analysis suite of software that collects audience metrics for the digital out of home advertising industry.
Vincent Whelan, MD of Adtower told us “The partnership with Quividi is a significant step for Adtower Digital Media as it marks a breakthrough in audience metrics. By developing insight from the wealth of inbound data, it is possible to optimise the performance of an advertising network. For example, they may discover an unexpected volume of traffic at certain locations at specific times, perhaps due to the proximity of a sporting venue or local event. It may therefore be sensible to change the advertising playlist to present ads most relevant to that audience, thus increasing the reach of the advertised brand.”
VidiReports track faces and categorise them by age and gender within a fraction of a second. A discreet data sensor, placed in front of a digital screen, views a scene and detects human faces as they come into view. The metrics are collected at each digital screen and then uploaded on a regular basis to a cloud-based data aggregation service called VidiCenter. By calculating the ratio of attention time to dwell time, it will be possible to understand the attraction index of an advertising message.
Using Quividi’s audience and attention analytics platform, Adtower Digital Media will be able to deliver granular audience campaign reports to its advertisers, and give them access to a set of unique optimizing tools, such as A/B testing and benchmark data.
Creative agencies and advertisers will also be able to create automated context-responsive campaigns, driving greater audience engagement and talk ability. In a breakthrough for advertisers in Ireland, the system will determine if a person is paying direct attention to the advertisement on a screen or just dwelling in the area.
Ke-Quang Nguyen-Phuc, CEO, Quividi said “Adtower Digital Media are sharing our vision of a more engaging and relevant DOOH to the brands and the audience. We are glad to support them in providing context-aware campaigns and true accountability and work with them next on their programmatic initiatives. The respect of personal privacy is at the core of our values: Quividi’s products do not and will never store any face images, biometric identifiers and personal data”.
The face detection system is carried out anonymously and is fully compliant with privacy rules regulated by The Data Protection Commissioner.