Month: March 2014

Product News | October 11, 2021

Broadsign International, LLC Integrates with Quividi’s Automated Audience Measurement System

The leading provider of digital signage solutions teams with Quividi to deliver enhanced audience information to network operators.

MONTREAL, CANADA. Mar.31, 2014. Broadsign International, LLC has announced that an upcoming upgrade to its cloud-based digital signage software, Broadsign X 10.3, includes integration with Quividi’s audience measurement platform. Quividi is the most deployed measurement solution in the digital signage market and is a fitting addition to Broadsign’s standardized platform that powers over 200 digital signage networks.

The Broadsign X 10.3 software upgrade was disclosed at Broadsign’s Second Annual Client Summit held in Las Vegas on February 11, 2014. The integration with Quividi will allow for the collection of audience counts and the inclusion of these impressions into proof of play reports. It will also permit the triggering of content based on gender, meaning that ad copy will react and adapt to the demographics of the audience viewing a screen in real time.

“Quividi’s camera-based audience measurement system aims to render point-of-sale and out-of-home marketing strategies as accurate and accountable as their digital counterparts,” said Olivier Duizabo, Co-founder and CEO at Quividi. “Integrating with Broadsign’s platform and having the potential to run on its vast aggregate of digital place-based networks will assist in attaining this goal.”

Already making use of the Quividi features available through Broadsign’s upgraded platform is Grandi Stazioni S.p.A. The conversion of Grandi Stazioni’s Italian transit network reaching 700 million people annually to Broadsign’s digital signage platform was publicized in January 2014. Grandi Stazioni has since activated the new audience measurement features and enrolled Dialogica, a Quividi partner, to build a complete set of traditional media metrics and innovative insight, including the calculation of net coverage, frequency and resulting GRP.

“Broadsign holds its services and products to very high standards and we expect those in our ecosystem to do the same,” said Daniel Parisien, Vice President of Marketing and Strategy at Broadsign. “Quividi’s audience measurement solution is an accurate and reliable addition to Broadsign’s platform, and we look forward to our partnership’s future progressions.”

Quividi’s platform delivers a rich set of data to understand how by-passers engage with a screen, such as the number of opportunities to see, number of real viewers, attention time and dwell time, broken down by gender and age class. Those interested in obtaining further information about how Quividi audience measurement can be used in their networks are invited to submit a form to speak with a representative. If your network is not yet running on Broadsign’s platform, sign up for a free trial of Broadsign’s digital signage software.

About Broadsign

Broadsign International, LLC is the first global provider of cloud-based software for digital signage networks. Its platform was designed exclusively as a management system for media companies operating digital out-of-home and digital place-based media networks, giving them an unlimited capacity for growth without adding personnel. After over a decade in the industry, Broadsign’s latest incarnation, Broadsign X, has become a mature and reliable fit for all digital signage software needs and its Android-based smart player, Broadsign Xpress, has decreased the cost of deploying digital signage compared to PC-based hardware alternatives. Broadsign’s constant growth, extensive network and dedication to predicting and responding to industry trends make its digital signage solutions a safe bet for the future of networks with even the most complex of requirements. For more information about Broadsign, visit https://broadsign.com.

About Quividi

Quividi provides a real-time video analytics solution that helps media owners, retailers and brands finely count and qualify their audiences. Using the latest face and body detection technique and running on standard hardware, the Quividi solution delivers exhaustive metrics on viewers, opportunities to see, attention time and demographics, in a completely anonymous fashion and without ever recording any image or personal data. Based in Paris, France, Quividi pioneered the anonymous face detection category in 2006 and is the world leader in Digital Out Of Home audience measurement, with customers in over 43 countries and more than 2.5 billion faces analyzed. For more information about Quividi, visit http://quividi.com.

Product News | October 11, 2021

How BMW Sweden’s first programmatic digital out-of-home campaign drove a 68% increase in dealership visits

German-based automotive brand BMW, known for its luxury vehicles and commitment to innovation, launched its first programmatic digital out-of-home (pDOOH) campaign in Sweden. The initiative was a strategic move to elevate the brand’s presence in this priority market and drive measurable results for its plug-in hybrid BMW 330e Touring.

Objective

The campaign aimed to boost awareness of BMW’s limited-time leasing offer while driving foot traffic to 29 dealerships across Sweden. To measure the campaign’s effectiveness on KPIs like ad recall, brand preference, attribution, brand image and action, a comprehensive brand lift study was conducted in collaboration with Broadsign and Happydemics. Additionally, a foot traffic attribution study, executed in partnership with Broadsign and Spotzi, provided insights into the uplift in showroom visits directly attributable to the campaign.

Strategy 

Screens were strategically activated in high-traffic malls, subways, and urban panels near BMW dealerships, maximizing visibility among professionals likely to visit the showrooms. Orchestrated by Mediaplus, the campaign seamlessly integrated DOOH ads via Broadsign’s SSP and Vistar Media DSP, unlocking access to premium Clear Channel Sweden inventory. Mediaplus’ expertise in planning and execution, combined with Broadsign and Vistar Media’s advanced technology for targeting and optimization, ensured the campaign delivered maximum reach and meaningful engagement across key locations. 

Results 

To assess the campaign’s impact on brand metrics, a brand lift study was conducted in partnership with Broadsign and Happydemics, focusing on key brand metrics. Audiences within a viewable area near campaign screens were surveyed, with uplift measured by comparing responses from non-ad-recallers (control group) and ad-recallers (exposed group). 

Boost in brand preference

The campaign significantly boosted brand preference, delivering a 156% uplift when comparing ad recallers to non-recallers. Overall, 41% of those who recalled the ads indicated a preference for BMW over its key competitors, highlighting the campaign’s effectiveness in swaying consumer opinion.

Powerful ad recall 

The strategic placement of ads in malls, subways and urban panels resulted in repeated exposure, leaving a lasting impression on the target audience. The campaign achieved 6.9M impressions and 4.5M ad plays, with 53% of ad recallers reporting that they saw the ad multiple times, reinforcing the message and enhancing brand recognition.

Significant Brand Attribution

BMW’s strong visual identity played a crucial role in the campaign’s success, with 61% of ad recallers correctly attributing the ad to the brand. The campaign’s impact was further underscored by an 11% uplift in attribution, demonstrating the ads’ ability to capture and retain consumer attention. These attribution results ranked in the top 15% worldwide for Automotive DOOH campaigns measured by Happydemics. 

Big Impact on positive brand image 

The campaign successfully shifted ambivalent perceptions, with a notable decrease of 28% among neutral consumers. 48% of ad recallers now hold a positive or very positive impression of the brand — a 188% uplift. According to Happydemics, the campaign ranked in the top 10% for brand image uplift among DOOH campaigns in the Automotive category. 

Inspired consumer action 

Beyond raising brand awareness, 55% of ad-recallers intended to take action on what they saw, representing a 450% uplift. Specifically, 17% of ad recallers expressed intent to purchase BMW products, while 15% planned to look up reviews, showcasing the campaign’s effectiveness in driving both interest and intent.

DOOH drove customers to dealerships

A foot traffic study was conducted in collaboration with Broadsign and Spotzi to measure the impact of the campaign on dealership visitation. An exposure radius was applied to collect a sample of mobile devices exposed to the DOOH ads that subsequently appeared in a BMW dealership location.

The campaign led to a 68% increase in visits to BMW dealerships among exposed consumers, with about half of the visits occurring the day after exposure and the remainder within 10 days. 

Nearly every dealership measured saw a rise in foot traffic, demonstrating the campaign’s powerful influence on consumer behaviour. While larger, high-traffic dealerships experienced the most significant gains, several mid- and lower-volume locations rose to the top. Moreover, DOOH assets closest to dealerships had the strongest impact. The campaign’s success was evident across the dealership network, highlighting programmatic DOOH’s ability to deliver consistent results in multiple regions. 

Want the campaign highlights? Check out the infographic below.