One of the reasons that digital advertising is so appealing is our ability to target particular customers and also to measure and understand their behavior. Broadcast media, by contrast, is a fairly imprecise tool. In this respect, the digital word allows better intermediation and increases the extent to which advertisers and publishers can actually measure the response and impact of these advertisements.
Recently, I was introduced to a company called IMRSV, founded by Jason Sosa. They have a fascinating product that essentially embeds a webcam in traditional offline media (billboards, public advertisements, etc) and then uses a number of proprietary detection algorithms to measure and collect data and deliver powerful analytics to the customer dashboard. For example, you can measure exactly how many people have walked by your billboard, how many were men vs women, how long people tended to stand in front of the billboard, and even more nuanced data like where on the board their eyes were looking.
When I read about it, I thought about Minority Report, but it also strikes me as a natural extension of using analytics to drive better decision making in a nontraditional setting.
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