Measurement of Advertising Reach

Pysense is espacially usefull to measure the reach of out-of-home advertising. Due to its compact size it can be attached unobtrusively to the media (e.g. a digital displays) for short term measurements. Alternatively, for long term measurement, Pysense can be integrated into the case of the media. It´s only requirement is a common power outlet. The automated data collection enables a continuous measurement without projection errors and takes seasonal variations into account.

Pysense detects both people who are directly facing the sensor and people who pass by sideways. For people facing the sensor frontally it provides an estimation about age and gender. This allows out-of-home media providers to rent their media not only by contact numbers but also by the demographics of the foot traffic passing by the media.

Measurement of Advertising Effectiveness

Similar to media providers, advertisers benefit from the opportunity to rent advertising space which is frequented by a selected target group. Moreover Pysense allows to measure the effectiveness of ad campaigns.

The amount of ad observers divided by the total foot traffic equals the conversion rate. It describes the rate of potential observers whose attention is actually attracted by an ad. Additionally the time observers actually look at a media and the time they spent in front of it (dwell time) provides qualitative insights into their interest. The detection of laughing, astonishment, anger and sadness gives further insights into advertising effects. This metrics can be analyzed taking into account age and gender of the observers. When using Pysense on a digital display time stamps of different ads allow us to match audience reactions to certain spots.