Amscreen hopes to replicate TV and online metrics with Audience Assured Advertising
Amscreen has launched Audience Assured Advertising (AAA) across its digital out-of-home network, a metric it hopes will become a new standard in digital out-of-home accountability.
Amscreen: launches AAA offering
Amscreen claims that the AAA application is a response to the demand for more accountability and transparency from outdoor media. It is designed to leverage the new levels of customer information able to be gathered by Amscreen's digital screens.
The triple-A campaigns offer advertisers the chance to purchase against several different demographics – more akin to TV or online advertising – with four main segments at launch: All Adults, Men, 15-34s and 35-64s. Each audience is traded purely on impacts, with fixed cost per thousands for each.
Once a campaign is live, it can receive regular AAA Health Checks; if the initial audience predictions are correct, the campaign is left untouched. Should the campaign fall behind schedule, additional locations or hours can be added to ensure full campaign delivery.
Amscreen's new AAA application also promises full post-campaign analysis to help planners and marketers assess the campaign and optimise future activity.
Jamie Lindsay, managing director of Amscreen, said: "We've already paved the way in accountability. We were one of the first media owners to plan against EPOS data and consumer behaviours.
"Now it's time for the next step. We've invested heavily in OptimEyes technology and we are now launching the practical application of that technology with Audience Assured Advertising (AAA).
"As well as the live data, one of the exciting areas is the information available after launch. For many media owners, the last day of a campaign is just that, the last day, but not for AAA campaigns; for them, it’s merely the beginning. Once a campaign has run its course, it undergoes a full review, the details of which are sent directly to your inbox."
The AAA application is possible because of Amscreen’s cameras in its screens, which have a viewing distance of 4.5 metres. It is claimed that they are capable of tracking up to 150 individuals at any one time.
Amscreen also claims that individuals are only registered as one view if they are calculated to have looked directly at the screen, with the promise "OptimEyes registers viewers, not looks".
The company already includes screens in 450 Tesco petrol stations, with a weekly reach of more than five million adults.
Lindsay said: "Others may have dabbled in facial detection and audience analysis, but we are the first to do it at scale."
This article was first published on mediaweek.co.uk
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