What are Viewing Metrics?
Within the digital out of home advertising space, viewing metrics have a critical role to play. They provide data about the performance of ad campaigns, for both on premise and outdoor networks, and they can help to increase digital signage ROI.
The different metrics tracked will usually indicate the number of unique viewers who engaged with a piece of DOOH content, the number of people who had the opportunity to see the content (in that they were within a radius of the screen) and the average time of views. These insights, which are made accessible and accelerated by the use of smart technologies such as video analysis, WiFi tracking and sensors, are completely transforming DOOH advertising, providing both benefit to advertisers and publishers alike.
Which digital signage Viewing Metrics are best to track?
Impressions indicate the number of people who have seen a piece of digital content. Oftentimes this is measured by estimating how many people were in a certain location at a certain time — for example, at a shopping mall.
Video analysis software, such as that provided by Sightcorp, goes one step further in audience reach measurement as it can anonymously attribute viewers to screens. This is done by separating viewers into those who had the opportunity to see (OTS) using body detection technology, and those with likelihood to see (LTS) using face detection and head pose tracking. This ensures marketers and media buyers get a more granular picture of true audience size, removing the guesswork of how many people actually saw the ad as opposed to how many may have seen it.
Opportunity To See (OTS) tracks anyone within the view of the display in order to assess how many times a piece of content could have been seen. Our software can detect bodies up to 10 metres away in order to measure the number of viewers in a crowded space.
Likelihood To See, on the other hand, is a metric that indicates the number of individuals who have a high probability of having seen the content. Through face detection, our software is able to count viewers who are looking at specific screens and specific content, providing a true audience count.
These two metrics combined give a comprehensive picture of the number of people viewing ad content at any given time. This data can also be combined with POS data, if used in a retail setting, to measure conversion attribution.
A key engagement metric, attention time indicates the amount of time someone has spent looking at a digital display. Understanding this allows you to assess levels of interest in ad content which, just as in online advertising, is key to improving conversion rates.
By using head pose tracking, Sightcorp provides accurate, in-depth analysis of attention time.
Dwell time provides insight into how long a person is standing within an area which is close to a digital signage display. This data is useful as it can help on-premise media owners such as those in retail for example, establish areas in-store that attract a lot of footfall and attention. This in turn helps with better screen placement and more opportunity for engagement with on-screen content.
Demographic insights are one of the most powerful forms of viewing metric in DOOH advertising. By understanding the age and gender of those viewing content, media buyers can see whether ad space is reaching their target audience and media owners can accurately sell space. In this way, demographic analysis proves and increases the ROI of digital signage.
Sightcorp’s software aggregates this type of audience analytics data through facial analysis that reports human levels of accuracy. Alongside gender insights, it assesses viewers’ age groups to give in-depth insight into age; it even gives insights into audience mood when viewing content based on analysis of the face. This gives media buyers an idea of what their target audience feels about their ad content and their experiences per each demographic group.
What are the benefits of tracking digital signage advertising metrics?
The benefits of tracking viewing metrics go even further than just understanding audience reach measurement and audience analytics.
In programmatic advertising, tracking viewing metrics is an opportunity to generate real-time engagement insights that can completely change campaign results.
These real-time insights give media owners more visibility in the ad network during the buying process. Through the ad exchange, media buyers can then purchase ad space in real time with accurate insights into audience analytics and audience reach. This fortifies the CPM (cost per milieu) model of impression-based buying.
In this way, a clear benefit of viewing metrics for media owners is that they enable them to move from a location-based, geographical sales model to a results-backed impression based model. Proof of play reports keep relations between media owners and media buyers strong by proving the number and demographics of the people who have seen ad content. Providing transparency in data is becoming a requirement and media buyers need to get on board with providing accountable data.
The benefits for media buyers are equally clear, with ROI-driven OOH marketing becoming an increasing focus across industries alongside the presence of online advertising.
How do you measure digital signage viewing metrics and their ROI?
Measuring digital signage viewing metrics means making use of third party data. While you can opt for WiFi tracking or location-based data, these can offer limited insights and are often better combined and used in a multi-platform approach to data collection. Computer vision based video analytics software such as Sightcorp’s provides various metrics that can be compiled to gain deeper insights into the success of an individual campaign.
Our software works by using a camera that is placed on a digital screen that detects people within close proximity. It is completely anonymous and blurs all faces automatically. Click the link to learn more about our audience analytics software and how it could transform your DOOH data collection.