With the European summer just around the corner, we remember some of the most impactful use cases we have done with our clients. The UEFA European Championship, which was held in 2021 was a monumental sporting event that attracted thousands of fans to London and the mythical Wembley Stadium. Open Media, in collaboration with AdMobilize and UniLED, pioneered the way digital out-of-home (DOOH) advertising is measured and optimized. By leveraging AI, real-time data, and computer vision analytics, Open Media successfully captured and analyzed audience data for their BoxPark screen, offering advertisers unprecedented insights and campaign performance metrics on a world famous location where seasonal and events based traffic simply cannot be measured effectively by traditional measurement technologies. In this blog post, we explore how this partnership transformed DOOH advertising at Wembley Stadium.
The Challenge
Open Media’s high-value BoxPark screen is in a prominent position, in a high footfall area,with thousands of fans passing by on their way to the Euro matches. However, audience measurement of the screen had previously been based on historic averaged data, which doesn’t highlight the event peaks that advertisers and sponsors are targeting in this particular location. Open Media sought a true, real-time understanding of their BoxPark screen audience during this period and beyond, with transparent, accountable reporting on the performance of their clients’ campaigns. The ability to access real-time audience data would enable Open Media to demonstrate the true value of the screen for advertisers, unlock its programmatic capabilities, and showcase the true success of the screen. And by providing best in class measurement reporting and analytics, they could also deliver the transparency and accountability their clients need and demand on a campaign-by-campaign basis.
The Solution
AdMobilize, the leading AI computer vision analytics company for DOOH, and UniLED, the leading digital out-of-home products and services company, partnered to provide Open Media with an end-to end solution, which delivered real-time audience measurement and campaign performance data, analyzed for individual clients’ campaigns by UniLED’s OOH reporting and independent verification platform UniLIVE. Using AdMobilize’s AI software, UniLED installed a single camera onto the BoxPark screen to measure the traffic around the site 24 hours a day, 7 days a week. The real-time data captured was then fed into Open Media via AdMobilize’s cloud based dashboard and API. The data could then be processed by the UniLIVE platform, bringing all the data together, to show advertiser, campaign, and play level data vs the recorded audience and providing Open Media’s clients with accurate hourly reporting of their campaign performance. SInce then, Open Media has adopted this method of reporting across multiple locations.
Results
Using the data captured, Open Media was able to quantify their audience in real-time and 100% anonymously. Data was available on the AdMobilize dashboard and APIs within 1 minute, providing a true real-time view of the Box Park audience.
- The data captured showed that on non-event days the average daily audience was 100K, with a significant uplift to 150K on the days when events were being held at Wembley. This is a significant increase on the previous averaged data reporting of 1.6m impressions per month, with AdMobilize reporting a total of 3.6m impressions captured across just 24 days of the tournament.
- Admobilize was also able to report audience fluctuations. As Wembley Stadium’s capacity was limited throughout the tournament, increasing to 75% capacity for the final, the data captured was able to show the evolving real-time daily audiences as the stadium capacity increased.
- The data was also able to demonstrate the granular fluctuations in audience peaks across the different games and in the hours before, during, and after each game.
- On both the Semi-Final and Final match days the main audience peak was seen 2 hours before kick-off, this then dipped whilst the match was underway. However, during the England vs Italy final, the impressions remained high, with many fans congregating outside the stadium during the match.
Through the Admobilize and UniLED partnership, Open Media can access accurate, real-time, audience data for their Box Park digital out-of-home screen and include this location for the first time in UniLIVE reporting and analytics, providing advertisers with accurate actual impressions per campaign. Access to this information has significantly improved the value of the screen, by showing the audience fluctuations seen across event days and demonstrating the true value of the screen for advertisers. The granular and real-time nature of the data allows advertisers to make the most of audience fluctuations as they happen and ensures the screen is fit for a programmatic DOOH future.
Ready to unlock the power of real-time audience data for your digital out-of-home advertising campaigns? Schedule a demo with AdMobilize today