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28 June 2021

DooH Solutions & Services and Sightcorp join forces to create the next-generation of data-driven DOOH

Amsterdam, The Netherlands ā€“ June 28, 2021 ā€“ Leading digital-out-of-home (DOOH) technology specialists DooH Solutions & Services, have selected Sightcorp, a trusted provider of video analytics technology, to jointly bring quality audience data to the DOOH landscape in the BeNeLux.

Powerful Data-Driven DOOH

Due to the one-to-many nature of out-of-home advertising, it can be difficult for media owners to understand their total audience reach on a daily, weekly or per location basis. Without performance data, media buyers cannot carry out effective campaign analysis, A/B test different content and campaigns or act on location specific trends. The partnership between DooH Solutions & Services and Sightcorp aims to provide that much needed value and understanding of true audience reach and viewer conversion rates to address the current lack of substantiated and up-to-date audience measurement data within the OOH industry.

DooH Solutions & Services, based out of the Netherlands, has over 15 years of experience within the Digital Signage industry, providing user-friendly and trusted DOOH solutions to clients throughout sectors such as retail and out-of-home advertising, enabling them to deploy impactful and engaging digital content. They supply the essential DOOH components while also offering their clients content creation services and consultancy to guide them throughout the entire process.

Their team utilizes Sightcorp’s video analysis technology which is the only type of technology currently on the market that can attribute actual views to physical screens. The software gives accurate counts of opportunity to see (OTS), impressions, attention time, dwell time and demographic analysis to name a few. It can also be easily retrofitted into any existing digital displays by simply embedding or adding a camera to the screen, reducing complexity and making the integration process scalable.

Standardization of Audience Data

The ability to provide advertisers with real-time granular insights supplied in a transparent and trusted manner which are recognized and adhered to by the whole industry is extremely important to further drive the growth of the DOOH industry. In addition, by standardizing and adopting metrics like OTS and impressions that online channels (e.g. online display ads, social media ads etc.) have been using for many years will make it easier for brands to evaluate the performance of their omnichannel marketing campaigns.

“With every new project we notice that data collection is carried out slightly differently. However, without common metrics and currency used by the whole channel, advertisers are having a hard time understanding the performance of their content across different networks. By joining forces with Sightcorp, we are well equipped to bring unity to data measurement and reporting which can be adopted by both publishers and media buyers.” – Ed van Uffelen, DooH Solutions & Services.

The benefits of implementing this technology into DOOH networks are twofold; publishers can use this information to understand the value of each screen and evaluate performance per location, ensuring they price ad space accurately and distribute it to the right customers according to their requirements. Brands that advertise on these data-driven networks will receive all the campaign intelligence insights that Sightcorp provides; audience per content, impression data, ad performance metrics, demographic groups reached, etc.

Privacy as Top Priority

In an increasingly cookieless online world and with the rapid adoption of computer vision that has the ability to provide similar performance metrics long-used by online platforms, the DOOH space is projected to gain even more traction as an advertising medium. Therefore, it is crucial that data collection remains privacy proof. Sightcorpā€™s technology works through an extensive privacy by design process to collect fully anonymous audience data. The software also comes with a privacy by default feature and processes information only on the edge (locally) for extra data security ensuring that no infringement on personal privacy ever occurs and that it is meeting all the requirements set out by privacy regulations.

“We are happy to partner with DooH Solutions and Services, a strong forerunner in the DOOH industry. Through our partnership we can bring high quality, anonymous and real-time audience measurement and reporting solutions to the Netherlands and beyond. Providing true clarity and data-backed campaign performance insights.” said Joyce Caradonna, CEO at Sightcorp.

About Sightcorp

The anonymous audience analytics intelligence specialist for Digital Signage, DOOH, Out of Home Media, and In-Store Analytics.

Making lightweight AI edge software solutions that bridge the gap between the online and real world. Providing anonymous in-store analytics to Retailers and powering the DOOH ecosystem with ad performance metrics for Advertisers, real-time audience reach for Media network owners, and an industry-recognized impression-based currency for programmatic advertising.

As an AI spin-off from the University of Amsterdam, we have R&D in our DNA and are constantly transforming the latest computer vision and deep learning research into our products. Focusing on creating easy-to-use, low CPU intensive, and affordable audience measurement software solutions that provide our customers with accurate and actionable insights into their audiences.

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Masters in Digital Signage

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