Media assets like giant LED screens can be measurement enabled. These Out of Home (OOH) structures can be embedded with eyeball tracking hardware that can measure its audience.
What is Measured?
This eyeball tracking system can even break down its audience demographics, for example by gender and age group. This kind of data is important to advertisers who can then position their adverts to target a particular type of audience.
Another type of data revealed by the tracking system is dwell-time or how long one stares at the screen. This measures the direct interaction between the audience and the screen. This data can be used to calculate the conversion rate of passers-by to interacting audience. For example, if eyeball tracking reveals that 200,000 people pass by the media asset in a day of which 100,000 look at the screen, it has a conversion rate of 50%.
The conversion data will reveal whether your outdoor media location is ideal. The higher the conversion rate, the better placed the outdoor media asset. Our screen located at the Pavilion walkway (The Passage) has an audience conversion rate of up to 90%.
In the beginning, we used our screens as location-based assets – to run digital adverts for leading brands. However, with our audience measurement system revealing some interesting data, we soon learned that outdoor media, when digital, is capable of much more than advertising. We learned that: More men view these screens than women (approximately a 60%-40% split at Pavilion and Fahrenheit screens). We joked that the reason for this was that more women were interested in the shopping, while the men wandered, or even waited at one of the bars/restaurants at the Pavilion walkway.
We also learned that, while the proportion of the male audience was higher than the female one, it was the latter who spent a greater time looking at the screen or giving it attention – Dwell Time. This goes to prove the popular notion of men having a shorter attention span than their counterparts.
The collection of such real-time data made us stand up and realise we were sitting on more than just another media asset. This LED engagement screen had the ability to collect valuable (real-time) information about consumers.