NEWS, TECH, DOOH
DooH Solutions & Services and Sightcorp join forces to create the next-generation of data-driven DOOH
Amsterdam, The Netherlands – June 28, 2021 – Leading digital-out-of-home (DOOH)
technology specialists DooH Solutions & Services, have selected Sightcorp, a trusted
provider of video analytics technology, to jointly bring quality audience data to the DOOH landscape in the BeNeLux.
Powerful Data-Driven DOOH
Due to the one-to-many nature of out-of-home advertising, it can be difficult for media owners
to understand their total audience reach on a daily, weekly or per location basis. Without
performance data, media buyers cannot carry out effective campaign analysis, A/B test
different content and campaigns or act on location specific trends.
The partnership between DooH Solutions & Services and Sightcorp aims to provide that much needed value and understanding of true audience reach and viewer conversion rates to address the current lack of substantiated and up-to-date audience measurement data within the OOH industry.
DooH Solutions & Services, based out of the Netherlands, has over 15 years of experience
within the Digital Signage industry, providing user-friendly and trusted DOOH solutions to
clients throughout sectors such as retail and out-of-home advertising, enabling them to
deploy impactful and engaging digital content. They supply the essential DOOH components
while also offering their clients content creation services and consultancy to guide them
throughout the entire process.
Their team utilizes Sightcorp’s video analysis technology which is the only type of technology
currently on the market that can attribute actual views to physical screens. The software
gives accurate counts of opportunity to see (OTS), impressions, attention time, dwell time
and demographic analysis to name a few. It can also be easily retrofitted into any existing
digital displays by simply embedding or adding a camera to the screen, reducing complexity
and making the integration process scalable.
Standardization of Audience Data
The ability to provide advertisers with real-time granular insights supplied in a transparent
and trusted manner which are recognized and adhered to by the whole industry is extremely
important to further drive the growth of the DOOH industry. In addition, by standardizing and
adopting metrics like OTS and impressions that online channels (e.g. online display ads,
social media ads etc.) have been using for many years will make it easier for brands to
evaluate the performance of their omnichannel marketing campaigns.
“With every new project we notice that data collection is carried out slightly differently.
However, without common metrics and currency used by the whole channel, advertisers are
having a hard time understanding the performance of their content across different networks.
By joining forces with Sightcorp, we are well equipped to bring unity to data measurement
and reporting which can be adopted by both publishers and media buyers.” – Ed van Uffelen,
DooH Solutions & Services
The benefits of implementing this technology into DOOH networks are twofold; publishers
can use this information to understand the value of each screen and evaluate performance
per location, ensuring they price ad space accurately and distribute it to the right customers
according to their requirements. Brands that advertise on these data-driven networks will
receive all the campaign intelligence insights that Sightcorp provides; audience per content,
impression data, ad performance metrics, demographic groups reached, etc.
Privacy as Top Priority
In an increasingly cookieless online world and with the rapid adoption of computer vision that
has the ability to provide similar performance metrics long-used by online platforms, the
DOOH space is projected to gain even more traction as an advertising medium. Therefore, it
is crucial that data collection remains privacy proof. Sightcorp’s technology works through an
extensive privacy by design process to collect fully anonymous audience data. The software
also comes with a privacy by default feature and processes information only on the edge
(locally) for extra data security ensuring that no infringement on personal privacy ever occurs
and that it is meeting all the requirements set out by privacy regulations.
“We are happy to partner with DooH Solutions & Services, a strong forerunner in the DOOH
industry. Through our partnership we can bring high quality, anonymous and real-time
audience measurement and reporting solutions to the Netherlands and beyond. Providing
true clarity and data-backed campaign performance insights.” said Joyce Caradonna, CEO at
About DooH Solutions & Services
The partner behind the screens for digital signage in retail, out-of-home advertising and
corporate communication. Installing, managing and keeping digital signage networks stable, scalable and modular in Europe and the Caribbean. Providing 24/7 remote and on-site support to DOOH technology in shopping malls, supermarkets and digital highway billboards. Providing retailers and businesses with advice for screen communication and the use of the right hardware and
software. Creating relevant content and campaign planning on digital screens.