Experiences Digital leverages crowd analytics to enhance media monitoring
By Amaan Kazmi - December 29, 2017
Using crowd analytics, the firm provides to clients receive weekly reports of traffic movement, play time of ad, impressions, location wise performance of specific creatives and the duration for which the screen was live
In India, crowd analytics in the DOOH space is still an esoteric subject. But the situation is slowly changing with the ushering in of new technologies in the DOOH ad space. Experiences Digital, a Gurugram based firm providing DOOH solutions is empowering their digital screens with a technology which overcomes the need of a manual operator to keep the DOOH network running. “With this technology embedded in the screens, the task of switching the displays on and off is completely automated. One of the biggest challenge in the industry is when these digital displays are installed at the location, the operators do not turn on or off the screens as desired due to which advertisers lose out. “Accepting this as a challenge, we came up with DigitalGig screens, the power operations of which are managed from the Cloud Storage. Hence, you just have to schedule the timings between which the screens will lit up and black out,” explains Gurpal Khurana, Founder, Experiences Digital.
Advertisers partnering with Experiences Digital for running their campaigns on DigitalGig have to choose between three commercial arrangements. First, the client can purchase the asset and get complete hold of the operations. Second, DigitalGig can be rented wherein the management of the screens is done either by client or Experiences Digital, depending on the option chosen. Third, if there are multiple clients for a single screen then the complete solutions are handled by the firm. However, be it any business model, campaign data is generated on a daily basis. Clients receive weekly reports of traffic movement, play time of ad, impressions, location wise performance of specific creatives and the duration for which the screen was live. These statistics translates into the performance of a campaign and helps to improvise the marketing strategy of the advertiser. According to Gurpal, “Crowd analytics will facilitate and fasten the pace of conversion from static to digital screens”.