The effectiveness of standard digital signage vs Advertima Audience AI

Advertima's cutting-edge real-time audience activation and measurement solution for retail environments transformed conventional location-based DOOH into a dynamic audience-centric solution. But how? 
 

Background

In retail environments, brand advertisers and media agencies strive to optimise their media budgets. They aim to reach target audiences, understand campaign effectiveness, and maximise return on ad spend (ROAS). 

Advertima is a global leader in sensor-driven retail media technology. Using Cingerine’s sophisticated CMS, Advertima and displayactive, a notable European DOOH provider, partnered to compare the performance of static location-based playouts versus real-time audience-based ads. 
 

The approach

The initiative featured a Kasparund campaign for its app-based credit card, which encouraged audiences to download and sign up to receive a CHF10 credit. The campaign deployed a 10-second ad across 133 screens located in 9 shopping malls and 20 petrol stations. 

The initial weeklong campaign featured a generic 10-second ad played on a static loop. Everyone passing in front of a relevant digital screen saw the same ad with the same call to action. 

The second phase of the trial used targeted ads in six distinct audience segments. As people passed in front of a screen, Advertima's visual spatial sensors detected anonymised demographic attributes, such as gender and age, and triggered only the ad most relevant to that audience segment.  

The ability of location-based static and dynamic audience-based campaigns to reach and engage target audiences was measured, analysed, and compared using metrics such as impressions, dwell time, view time, and conversion rates. 
 

The outcomes

Based on the same number of playouts, analysis showed - that compared to generic location-based ads - real-time audience-based targeting significantly increased target audience reach, engagement, and conversion rates and well as improved inventory optimisation.

Interested in learning more about the data that drives these outcomes? Find out here.