Advertising
BlueZoo measures out-of-home advertising campaigns’ impressions, reach, and frequency
Most Out-of-Home advertising networks already deliver some attribution metrics, such as those provided by Geopath, Nielsen, or Comscore. BlueZoo works seamlessly to enhance the accuracy of existing reporting networks to improve media buyers’ confidence and provide more accurate, granular, and timely audience measurement insights.
Enhance attribution with BlueZoo measurement
Hyper-local
Enhanced location that is not averaged, generalized, or estimated but actual measurement of actual people.
Indoor
Reliable location measurement inside buildings where cellular signals are often blocked and/or unreliable.
Real-time
Measurement captured and reported in real-time, down to 15 second increments.
Directional
Directional antennas can deliver region, zone, room, or threshold measurements providing even better audience insight.
Private & proprietary
Our enhanced measurement data is available only to those advertisers/networks that have installed our sensors, delivering unique customer and location data as a competitive advantage.
Anonymous
Both 100% GDPR compliant while still delivering accurate and timely measurement, minimizing concerns about potential legal or regulatory penalties.
Accurate, privacy-friendly measurement
| Technology | Wi-Fi | GPS SDK (Spyware) | Cellular |
|---|---|---|---|
| Grain of location data | Medium / large | Large (better outside) | Very large |
| Own the data? | Yes | No | No |
| Privacy protection? | High | Low | Moderate |
| Providers | BlueZoo | SafeGraph | Vodafone |
Accurate attribution for Out-of-Home Advertising
Advertisers expect accurate and auditable opportunities-to-see, reach-and-frequency, and drive-to-store analytics. Privacy-friendly measurement is essential for OOH operations because of the growing scrutiny of privacy advocates.
- No spyware
- No regulatory risks
BlueZoo advertising solutions deliver...
1. Counts of Opportunities-to-See
Measuring opportunities-to-see (OTS) was the original application of the BlueZoo product. BlueZoo is ideal for measuring the number of persons that approach advertising media and how long they stay. The number of persons detected at any moment is the visitor count. The number of distinct visitors during a period of time (e.g. quarter hour) is the visit count. How long each visitor is in proximity to the advertising during their visits is captured by the BlueZoo dwell-time measurement.
Advertisers are most interested in the number of impressions (i.e. visits): how many people have come nearby (i.e. within view of) the advertising media. This measurement of opportunities-to-see is typically the basis of advertising pricing. A report of advertising media impressions can be shown as a simple bar chart.
Counting visits may count the same visitor more than once. A visitor could pass by in the morning on the way to work, and then pass by again in the evening on the way home during the same day. To distinguish between multiple visits by multiple visitors, and multiple visits by one person requires the introduction of the concept of unique visitors.
2. Unique visitor and visitor recurrence counts
BlueZoo was the first and remains the only foot traffic analytics provider to measure unique visitors in a manner that is GDPR-compliant. Unique visitor measurement delivers separate values for reach and frequency, rather than just aggregate opportunities-to-see. “Reach” is the number of unique visitors that have had an opportunity to see. Frequency is the number of times that visitors have seen a specific advertisement.
Unique visitor measurement allows advertisers to change campaigns on the basis of recurrence, rather than simply some aggregate number of opportunities to see. If 80% of passers-by have seen the advertisement four or more times, then it is probably time to change the advertisement. While this measure is imperative for print advertising, it is also valuable to digital advertising because it is a measurement of penetration.
3. Real-time visitor counts
Programmatic digital out-of-home advertising introduced the need for real time visitor measurement. The financial value of media at any moment in time is proportional to the number of viewers of that media. Knowing the real time count is fundamental to monetizing the media.
While BlueZoo can report the number of persons in proximity to the media on the BlueZoo web dashboard, this use case generally employs the BlueZoo application programming interface (API) to deliver this number, generally every few seconds. The BlueZoo APIs are RESTful and easy to integrate into any marketplace system.
4. Drive-to-store reporting
Drive-to-store reporting is a special case of unique visitor counting that measures the share of unique visitors to a store that have previously passed by an advertising site. Drive-to-store analysis is an ideal mechanism to determine the impact of an advertising campaign that is intended to direct pedestrian traffic to a store.
The simplest application of drive-to-store reporting consists of two steps:
- Calculating a traffic baseline without advertising
- Calculating the effect when advertising is active
If the baseline of visitors to a store who have passed by the locations of the advertising signage is X, then we can install the advertising signage and measure X a second time. The uplift of X, from baseline to campaign, represents the effectiveness of the advertising campaign.
Drive-to-store studies are generally combined with reach and frequency studies.
Review a case study of drive-to-store conducted with JCDecaux at a mall in Singapore
