OOHMA has entered into a partnership with Netherlands based company Sightcorp to provide audience analytics intelligence for DOOH media using demographic profiling and facial analysis – both for outdoor and indoor environments.

Sightcorp is an anonymous audience analytics intelligence specialist making lightweight AI-powered edge software solutions that bridge the gap between the online and offline/real world with post-campaign performance metrics for advertisers and real-time audience reach data for media network owners.

The OOHMA-Sightcorp tie-up is directed toward ushering in greater transparency and efficiency in DOOH advertising by leveraging on programmatic selling.

“Currently, there is very limited measurement taking place around the reach and effectiveness of out-of-home advertising. However, publishers need this data to make data-driven decisions on how they are going to price and distribute their ad space while also meeting the growing global demand for campaign performance data from their customers. With partnerships like this, we are facilitating the adoption at scale by providing ad performance metrics in an accessible and easy format.” Joyce Caradonna, CEO at Sightcorp said.

By adding computer vision and real-time analytics to existing digital-signage assets, network owners unlock new opportunities for maximising and monetising the audience reach of each display and they can introduce new revenue streams using impression-based rather than location-based sales models. Brands can design and deliver highly contextual campaigns to their target audiences and count the numbers of true viewers generated by each content.

The solution works on a one-to-one or a one-to-many basis. For one-to-one scenarios it can be used to create highly targeted and interactive experiences for users of digital kiosks, self-service stations, or wayfinding totems.  In one-to-many scenarios brands and advertisers can serve their ad content to specific demographic groups and accurately measure its effectiveness in terms of impressions, viewers and their attention time. Media buyers can finally quantify and qualify their audience segments, measure content engagement and effectiveness in real-time and trigger audience-specific content which identifies and reacts to mood or face masks.

Last year, Sightcorp entered into an agreement with French based Intuiface, the provider of a no-code platform for the creation, deployment, and analytics of interactive digital content, to integrate facial analysis and audience measurement with their platform. By combining these technologies, the two companies have created a complete solution that can be implemented to any DOOH screen and any use case ranging from retail stores, supermarkets, shopping malls, hospitality venues to corporate signage and airports.

Ashutosh Sharma, Founder and Director of OOHMA, says “ With growing demand for DOOH, audience measurement is quickly becoming a key for the brands to derive value and ROI from DOOH campaigns. Our solution shall definitely bring revolutionary change in how DOOH is measured and delivered in absolute terms.”