Digital media advertising firm Amscreen is launching a new DOOH platform called OptimEyes which promises to offer brands an insight into who exactly is viewing their digital signage content.
Stemming from a partnership formed earlier this year with audience measurement firm Quividi, the new platform incorporates VidiCube facial recognition technology.
Cameras on digital signage screens will gather real time data such as age, gender, date, time and location from anyone who views its content. This will then be collated to provide Amscreen’s clients with OptimEyes RTI (Real Time Insight) platform data, which can be used to create targeted DOOH advertising campaigns.
In addition, because all the data is streamed and viewed online via an online portal, Amscreen says ads can be moved in a matter of minutes from one location to another to optimise performance.
“Having all this real time data, we can then offer it to our clients and give them access to our portal that allows them to modify and change campaigns as they are playing out,” commented Amscreen’s CEO, Simon Sugar.
Amscreen expects the new OptimEyes platform to offer brands the most insight-led advertising in the industry over its network, which consists of over 6,000 digital screens and reaches a weekly audience of over 50 million.