Case studies

Executive Channel Network delivers accurate audience measurement for DOOH

Executive Channel Network (ECN), a world-leading Digital Out of Home (DOOH) office media publisher, accurately measures opportunities-to-see in ECN’s core operating markets in the UK, France, and Germany.  Office professionals are a high value audience target for global brands, and advertiser demand has rebounded as workers have returned to the office, on average for 3-4 days per week.

ECN has made a substantial investment in location analytics in order to prove that office audiences were returning post COVID. Advertisers did not have confidence in survey-based measurements that are updated infrequently, or in measurements that are projections from small data sets. ECN wanted a solution that would suit omni-channel campaigns and would deliver up-to-the-minute audience information.

ECN considered a range of different data partners and awarded the contract to BlueZoo because their knowledge of DOOH and technical expertise suited the needs of our placed based office media network, and because of the accuracy of their measurements.

Traditional solutions based on GPS don’t function well indoors and audience numbers are extrapolated from the small sample of mobile phones that share location information. Solutions based on cameras fall afoul of expectations for personal privacy.

BlueZoo represents a new generation of solutions for measuring OOH audiences in a manner that is GDPR compliant. BlueZoo delivers accurate, auditable, privacy-respecting audience data in real time, with recorded values minute-by-minute, daily, and weekly.

BlueZoo has a proven track record in location analytics and has experience in a range of sectors including DOOH. ECN felt the combination of BlueZoo’s global footprint and local market knowledge were the compelling factors. Today, ECN uses the BlueZoo service to deliver counts of persons within the screen-viewing range, measured in real time, independently for each screen.

“Digital Out of Home audience trading is now borderless, and omnichannel campaigns increasingly represent a significant portion of our revenue growth. We are delighted to partner with BlueZoo to expand our audience measurement and ensure our customers are getting 100% of promised impressions.”

Charles Parry-Okeden
Global CEO
Executive Channel Holdings (ECH)

With brand investment in programmatic DOOH growing rapidly, ECN wanted to future proof its audience trading with results that capture audience variations every minute of every day.  ECN plays an important role in omnichannel campaigns which represent an increasingly significant portion of ECN’s revenue growth.

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