Why do digital signage impressions matter?

Impression counts are the single most important metric of the value of digital signage.

Prices of DOOH advertising are determined by impression counts (e.g. impression multiplier) and are the must-have analytic both for out-of-home advertising and in-store retail media networks.

For all advertising campaigns–whether TV, radio, print, or OOH–advertisers want to know how many impressions are being delivered, as well as their reach (unique visitor count) and frequency (unique visitor recurrence).

For in-store retail signage, brands combine in-store impressions measurements with store demographics, drive-to-store advertising, product interaction, and POS data to evaluate advertising and merchandising effectiveness.

BlueZoo performs impression measurement by employing passive Wi-Fi technology.  Passive Wi-Fi counts smartphones (as a proxy for people) within a calibrated detection zone near sensors.

BlueZoo delivers accurate, privacy-protecting, and cost-efficient measurement of opportunity-to-see, dwell time, reach, and frequency.

Passive Wi-Fi counts the presence of all smartphones in real time and these counts can be audited.  Traditional OOH impressions measurement is based on smartphone mobile apps that embed SDKs that report the phone’s location based on GPS signals.  Due to changes to iOS and Android, only single-digits percentages of smart phones now report consumer location data, hugely degrading the accuracy of the mobile app SDK technique.

BlueZoo is privacy-protecting because it does not retain any personal identifiable information (PII) and it is compliant with privacy regulations such as the CCPA and the GDPR.  This compliance is certified biennially by ePrivacy, a GDPR compliance auditor.

The BlueZoo solution can be deployed either with dedicated BlueZoo sensors or by installing a software extension on a BrightSign® or a BlueFin player, bringing CAPEX close to zero.

About BlueZoo, Inc.

BlueZoo Inc. delivers foot traffic analytics services to customers in the out-of-home advertising, retail, and insurance industries.  BlueZoo has deployed thousands of sensors to hundreds of customers throughout the world and its products are protected by 7 patents.   Customers include JCDecaux, Sodexo, and Executive Channel Network.  All BlueZoo products are GDPR compliant and regularly audited by ePrivacy of Hamburg, Germany.  BlueZoo is based in Menlo Park, California, and is funded by Fusion Fund.