Qatar’s Elan Media has announced its partnership with Quividi of France to introduce the new Anonymous Video Analytics technology (AVA) which allows the former to measure accurately the audience of their Digital- Out- of- Home (DOOH) assets in real time and real life.
While Elan Media is a leading company specialized in crafting innovative communication and advertising landscapes, Quividi, is described as the industry standard for Audience Analytics in DOOH.
During the launch event that was attended by international creative and media agencies, advertisers of international and local retail brands, Elan Media CEO Jamie Ball and Quividi chief marketing officer Denis Gaumondie, Chief Marketing Officer of Quividi, highlighted the benefits of Quividi’s Advanced Audience Measurement technology, now fitted across ELAN Media’s digital MUPIs ((a type of advertising panel) deployed at Doha Festival City (DHFC) and Mall of Qatar (MoQ).
There was a live demo of an interactive advertising campaign on a digital screen similar to the MUPIs at the malls; where the content of the demo changed depending on the gender and outfit color of the watcher standing in front of the screen.
Ball pointed out that the technology provides numbers and interpretations. “For example, April 23, 2017, until date, we have had more than
50.5mn people walking by our assets at DHFC and MoQ. We can measure their demographics, how much time they spent in front of the screen, and how much engaged they were with the content of each advertisement”.
Quividi’s anonymous video analytic technology measures 900mn persons every month in more than 60 countries around the globe. Elan Media, a subsidiary of Elan Group, owns 240 digital screens that include ‘The Iconics’, two 72sqm digital screens in the MoQr, the ‘Axis’, a giant 28sqm rotating screen with 360-degree visibility at DHFC, and the ‘Torch’, the largest roadside digital screen in Qatar, in addition to many others. – Gulf Times