Amscreen launches Audience Assured Advertising (AAA) to measure digital out of home accountability
The campaign hopes to answer the demand for more accountability and transparency from outdoor media.
Utilising customer information gathered by Amscreen’s digital screens, advertisers will be able to reach more than one demographic, similar to online and TV advertising.
The new AAA application offers a full-post campaign analysis to help planners and marketers access the campaign and then improve on it for future activity.
Jamie Lindsay, managing director of Amscreen, said, ‘Others may have dabbled in facial detection and audience analysis, but we are the first to do it at scale.’
The AAA application is possible because of Amscreen’s cameras in its screens, which have a viewing distance of 4.5 metres. It is claimed that they are capable of tracking up to 150 individuals at any one time.
Amscreen also claims that individuals are only registered as one view if they are calculated to have looked directly at the screen, with the promise, ‘OptimEyes registers viewers, not looks’.
The company already includes screens in 450 Tesco petrol stations, with a weekly reach of more than five million adults.
A soft drink company in New Zealand has launched a 3D billboard
The interactive outdoor advert allows passers-by to help themselves to flip-flops and beach towels.
The campaign by Saatchi & Saatchi NZ has been rolled out in Auckland, Wellington and Christchurch for the popular lemon drink, L&P.
It hopes to target commuters and students into holding on to summer, despite the holidays being over. Creative director of the campaign, Guy Roberts, said:
‘For many kiwis, L&P and summer go hand in hand and we hope this campaign will help kiwis hold on to that great summer feeling just a little bit longer.’
View the video for the campaign below: