Digital Out of Home and campaign measurement: Medya Network chooses Blimp’s Artificial Intelligence

Digital Out of Home and campaign measurement: Medya Network chooses Blimp’s Artificial Intelligence

Digital Out of Home and campaign measurement: Medya Network chooses Blimp’s Artificial Intelligence

Digital Out of Home and campaign measurement: Medya Network chooses Blimp’s Artificial Intelligence

Digital Out of Home and campaign measurement: Medya Network chooses Blimp’s Artificial Intelligence

Over time, one of the most traditional forms of advertising has evolved into the new frontier of advertising. Today, the world of signage and in particular Digital Out of Home is undergoing a period of intense fermentation, characterized by experimentation with captivating creativity designed for very specific user purposes through the integration of innovative technologies.

 

Medya Network, the advertising agency of the Immedya Group with two thousand square meters of LEDwalls in thirty-eight malls nationwide and a target audience of nearly three hundred million visitors a year, together with its exclusive commercial partner PRS Mediagroup have chosen Blimp solutions to maximize the effectiveness of their clients’ advertising campaigns.

 

Blimp, created in 2017 as part of e-Novia, is able to transmit digital readings to the real world thanks to its patented technologies: its 100% privacy compliant head-counter system detects the traffic of people and vehicles in public places, allowing to decipher specific messages for each audience.

 

Media Network decided to use Blimp artificial intelligence sensors and its computer vision algorithms to measure in real-time the number of passers-by who gravitate towards LEDwalls (up to one hundred and fifty meters away), as well as determine their gender and age completely anonymously.

 

Other metrics provided by Blimp include: number of views, OTS rating (Opportunity To See), and time spent in front of ads.

 

As part of this strategic commercial partnership, Blimp sensors will be used in the thirty-eight malls that make up the Medya network. They represent a privileged place for advertising and contactless marketing due to a much more proactive and responsive user experience than in the past.

 

Obtaining data on the flow of people in shopping malls, overcoming classic statistical models, presents a major challenge for large ad players who increasingly need to know their audience in order to stimulate their needs with targeted messages. And to transform those needs into proximity purchases.

 

«It is important for us, finally, to be able to use a tool that gives credibility and reliability to the data» comments Francesco Viola, Head of Medya Network, «We want to guarantee our clients the ability to effectively evaluate their plans for their implementation more in line with their goal, optimizing investments and quantifying returns. The partnership with Blimp is revolutionizing ad strategies by offering our advertisers the ability to have the same metrics as digital, with a user experience made up of anonymous and aggregated data that is in full compliance with privacy guidelines».

 

«The partnership with Medya Network, which with its thirty-eight malls in Italy reaches hundreds of millions of visitors every year, represents an important step for our growth», adds Alex Buzzetti, co-Founder and CEO of Blimp, «We are very proud to continually work to improve the effectiveness of our clients’ campaigns with cutting edge technology solutions that add significant value to the digital out-of-home sector».