Blimp enthrals Milano Digital Week

Blimp enthrals Milano Digital Week

Blimp enthrals Milano Digital Week

Blimp enthrals Milano Digital Week

Blimp enthrals Milano Digital Week

In the field of digital marketing for e-commerce and retail, Blimp, the e-Novia company that brings data analysis from the digital world into the physical world, was presented on Thursday 14th of March at Milano Digital Week. Among the technologies at the event organised by Netcomm that could revolutionise advertising and marketing the most, this new product is able to quantify and profile people who have seen a certain physical advertising space.

The co-founder Alex Buzzetti illustrated the two technologies on which Blimp is based to an audience of experts and potential investors. The first, Urban Analytics, is a platform based around a complex statistical model which analyses the data collected by proprietary and third-party sensors to monitor the public outdoors, and to measure the distribution of people around a city. The second, Head-Counter, is instead a sensor based around a video camera which can count people within a certain operating range in real time (for example count the number of passers-by by gender and age) through proprietary computer vision algorithms, while completely respecting privacy regulations. How? Head-Counter is based on face detection, it doesn’t carry out facial recognition of individuals and doesn’t record images, but immediately transforms them into aggregated, anonymised data.

«Our products are physical cookies that work by optimising the process of buying and selling physical advertising spaces» commented Alex Buzzetti, co-founder of Blimp, who continued: «This is the basis for our industrial plan which will see, by mid-2019, the launch of a data management platform for the outdoor world, and of a data-driven digital evolution which is transforming the trade in advertising campaigns defined not by time but by audience». With Head-Counter technology it is indeed possible to monitor an advertising campaign’s exposure with extreme certainty.