Pikasso adopts technologies for audience measurement

Implementation agreements signed with two international companies
Pikasso, an Out-Of-Home (OOH) advertising company, has signed a partnership agreement with two international companies, CUENDE Infometrics and Quividi, for audience measurement and accountability services.

Antonio Venciti, Chairman of Pikasso, said: “Advertisers and clients don’t want to be kept in the dark and need figures about their audience reach.”

The partnership with Quividi will provide Pikasso with audience analytics for in-mall Digital Out-of-Home (DOOH) services, so advertisers and agencies will know how their campaign is performing and will be able to optimize their planning strategies.

According to Vincenti, small cameras will be embedded in digital screens to allow facial detection. The camera is anonymous and automatically erases facial images. It detects the gender, age, and how long people looked at the ad. “This will help advertisers broadcast contextually relevant campaigns,” he said. Using this technology Pikasso can push content through specific ads for specific people.

Locally, Pikasso has around 60 digital screens in malls including ABC Verdun, City Mall, The Spot Choueifet, and Le Mall Dbayeh, which is under installation.

Vincenti said that the company invested around $300,000 in hardware and software. Pikasso will pay royalty fees for Quividi.

“This is the global trend in DOOH, and we have invested massively in the IT department and engineers specialized in hardware and software,” said Vincenti.

The partnership with CUENDE Infometrics will provide Pikasso with metrics to determine the reach and coverage of each campaign on Pikasso’s roadside billboards.

Out-of-home (OOH) audience measurement is based on a combination of travel surveys conducted by IPSOS among 1,650 residents, and big data analysis using satellite imagery to count cars. As a result of these tools companies can know the demographics, gender, and age of people walking on any street. “With this data advertisers can be aware of the audience seeing the ad whenever they book a campaign,” said Vincenti.

According to Vincenti, the company has been working on this project for the last two years. Investment will reach $300,000, which mainly covers CUENDE's fees.