Audience Measurement
Digital metrics in the physical world.
Performance analysis of OOH and DOOH campaigns by measuring audience data
We are members of:
OOH
Traditional OOH has never been so digital.
Innovation and data serving physical advertising to optimize your campaigns.
Measure the audience of traditional formats:
- Maxi posters and Spectacular
- Billboards (Poster, Banner, Banner Half, Banner XL)
- Street furniture (FSU, Mupi, Shelters etc.)
DOOH
Digital outdoor advertising meets artificial intelligence. Real-time data to direct creativity to the right target and enable programmatic advertising.
Measuring the real time audience of digital formats:
- Videowall
- DigiMupi and totems
- GoTV
OOH
Advertising Poster Audience
You can now get up-to-date insights into the audience of OOH advertising campaigns thanks to statistical data generated by Blimp’s forecasting algorithm that combines various sources from across the country.
DATA AND TECHNOLOGY
Blimp’s data fusion provides up-to-date and accurate audience data with a sensorless approach.
Daily pedestrian
% Gender
Nationality
Return frequency
Daily vehicles
Age groups
Origin
Interests
What are the benefits?
Zero installation and maintenance costs
No physical infrastructure on the installation
Benchmark against average city indices
Nationwide urban and extra-urban coverage
DATA ACCESS
Via:
- Data Insights, a report created ad hoc by a specialised team with detailed analysis by area and for a specific time interval
- Cloud platform, with access to a dedicated dashboard and APIs
DOOH
The audience of digital formats
The right creative at the right time: real-time data from your digital plants can be used to optimize campaign performance with audience-based scheduling.
DATA AND TECHNOLOGY
AI sensors on the plant for real-time audience data.
# Pedestrian real time
# Vehicles real time
% Gender
Age groups
Views
Attention time
Origin
Nationality
Return frequency
Interests
What are the benefits?
Target-based real-time programming
Audience benchmarks and attention time
DOOH Programmatic Advertising Enabling
Measuring the effectiveness of creativity with A/B Testing
PROGRAMMATIC ADV
Blimp is integrated with leading CMS and Programmatic Advertising platforms.
CMS
PROGRAMMATIC
DATA VISUALIZATION
With Dashboard Blimp Analytics for:
- Temporal navigation of KPIs by hourly, daily and monthly aggregations
- Geographical and plant category aggregation
- Benchmark analysis - comparator
- Campaign performance analysis
- Integration via API
- Export to excel
Would you like to know more about privacy aspects?
Blimp collaborated at the working table organised by Data Valley on "Physical Audience Measuring Technologies and Legal Concerns" together with major market players and the National IoT and Privacy Centre.
Commercial packages
Choose the best package for you
We designed specific solutions according to the type of installation.
OOH
Audience Insights
- Daily pedestrian
- Daily vehicles
- Gender
- Age groups
- Nationality
- Origin
- Return frequency
- Interests
DOOH
Starter
- Pedestrian real time
- Vehicles real time
- Gender
- Age groups
- Views
- Attention time
Do you want a quotation?
Case Studies
Explore application cases
Examples of projects fielded with our clients
For Vedooh, the digital platform born in the world of Out of Home for outdoor advertising planning and buying throughout Italy, we fonito audience data through the sensorless approach on more than 4,000 advertising installations.
The data provided cover OTS, socio-demographic data, vehicle and pedestrian distribution, and 25 interest categories.
In collaboration with Wayap, one of Italy's leading advertising concessionaires with a widespread presence throughout the country, we measured with Head-Counter sensors the audience of advertising spaces placed both on fast-flowing vehicular roads and in tourist pedestrian areas, such as the charming historic center of Noto.
With this data, Wayap can now offer concrete and accurate data to its clients, ensuring more effective advertising campaigns.
The client Real Media’s objective was to measure the audience of a special format advertisement in real time by collecting data on pedestrians passing through the space’s cone of visibility at regular intervals.
The "The Gallery", a 25m tunnel, is a futuristic facility that welcomes hundreds of thousands of people using the walkway between Santa Maria Novella and the Duomo. The audio video ledwalls completely cover the two vertical walls and the ceiling of the gallery, with a total of 200 square metres of screens and almost 30 million pixels creating total immersiveness.
Real Media on the occasion of the Salone del Mobile 2024 created an installation in the atrium of the Fabbrica del Vapore and, thanks to the Audience Measurement service, collected data on the number of passers-by and the average time spent in the outdoor area and the inner tunnel.
The installation represented the first ‘travelling’ LEDwall system with a circular screen covered 360° by LEDwall video panels covering a total of 110 square metres, supplemented inside by 40 square metres of digital ‘immersive room’ with an ‘invisible’ sound system.
For the launch of a series on Prime Video, a special installation by Urban Vision appeared in Piazza San Babila counting passers-by. Of these, it indicated, statistically, those who had had problems with the law. Obviously this was fiction and not real numbers, the installation in fact counted in real time the people present in the square, immediately translating into numbers the statistics of more or less serious crimes and misdeeds that had occurred. This was made possible by the installation of the Head-Counter Blimp sensors, which allowed the audience to be measured and the data to be provided to the customer in real time.
Mediaone, on behalf of an important client, needed to check the attractiveness of two different campaigns in order to choose the one to be broadcast nationwide. Therefore, a 𝐀/𝐁 𝐭𝐞𝐬𝐭 of creativity was fielded at the Milano Nord Cadorna station using the sensors for a period of 14 days. Thanks to the information collected by Blimp, it was possible to accurately measure the effectiveness of the delivery of an advertising campaign with a Dynamic and Data Driven approach linked to the attractiveness indices of the installations on a time basis. The metrics used for this analysis were:
• 𝐕𝐢𝐞𝐰𝐬: the number of viewers who devoted at least one second’s attention to the message
• 𝐕𝐢𝐞𝐰𝐬: il numero di spettatori che hanno dedicato almeno un secondo di attenzione al messaggio
• 𝐀𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐓𝐢𝐦𝐞: the average time each viewer spent observing the ad attentively. The application of the A/B test, on the attention times of different advertising content in the content analysed, led to the deduction that there was no creativity more effective than the others and that the average attention time of the content monitored was 6 seconds, i.e. almost half the duration of the adverts.
