1-2-1View Integrates Audience Measurement at Telefonica Arena
6 Mar 2008
1-2-1 VIEW, the Hong Kong based digital signage provider, has integrated its InterFace Viewer Validation Tool on its network of 2 circular LED screens and interactive video wall at the Telefonica Madrid Arena in Spain.
The InterFace Viewer validation tool tracks the quantity and duration of viewership in real time across the network. The webcam based technology works together with the 1-2-1 View Ninja N207 IP media player and reports back through the network or internet.
The project at the Telefonica Arena was implemented by Spanish wireless solutions provider AWAMedia, who have planned a further 60 deployments in retail centres and shopping malls all across Spain.
AKA COMMENT
Using technology to provide realtime viewer data enables network owners to offer brands this valuable supporting data at significantly lower cost than using field surveys. It is also likely to be more accurate - as watching consumers real behaviour often turns up a different result to their written responses.
This type of measurement is becoming a standard accessory to most digital signage systems - however what the industry now needs is to is present some mechanism for standardising the data so advertisers can compare the different results. The ability to compare data will provide the yardstick that allows more revenues to be apportioned to this industry.