iSIGN Media Solutions Inc., using Intel Corporation’s Audience Impression Metric software is working with 5th Screen Digital Services, Inc. of Scott’s Valley, California to generate unique metrics to measure the effectiveness of in-store promotional campaigns in iSIGN’s digital signage network in Mac’s Milk. These metrics confirm, in real time, audience measurement, gender and age to increase effective brand advertising and generate higher revenues and ROI on the Mac’s network.
The trial has successfully measured customer digital signage engagement, gender, age and dwell time on advertisements displayed in the Mac’s Milk test stores, as well as the effectiveness of the mobile reach created by iSIGN’s Interactive Marketing Solution (“IMS”) software. These metrics will be used to confirm to potential advertising clients the actual audience of the digital signage network and purchase redemption in real time. This makes the Mac’s network the only interactive network of its kind, currently in the world. The study also correlated these metrics which will be released in detail in a report prepared by 5th Screen once the date is fully complied by the end of February 2012.
“Mac’s Stores have been using our digital signage network for product promotions over the past three years,” said Alex Romanov, Chief Executive Officer of iSIGN. “This study will provide advertisers and brands with unique and exclusive metrics that will optimize campaign effectiveness of their in-store digital promotions. The combination of iSIGN’s and Intel’s two solutions generate a high level of real time metrics never before available. This will make the Mac’s network the only one delivering proof of audience and sales redemption to constantly increase ROI and revenue for all parties as well as a convenient experience for new and loyal customers.”
“We used both iSIGN’s and Intel’s software solutions for this study,” stated John Curran, President and Chief Operating Officer of 5th Screen Digital Services, Inc., as well as a digital signage consultant to Intel. “Intel’s Anonymous Video Analytics (“AVA”) package is a software-based technology that uses a sensor to gather viewership metrics for digital signage. We measured total viewer counts, viewing times and demographic information such as gender and age. AVA combined with iSIGN’s IMS proximity marketing solution takes the measurement of promotional campaign effectiveness to a new and exciting level.”
5th Screen will also assess the digital media assets including colour & font usage, product showcasing, transitions, screen layouts, zones and themed messages. Based on the analysis of AVA viewer metrics, playlist construction and digital media assets, 5th Screen and iSIGN will develop a digital media ‘Blueprint’ including media production ‘Best Practices’ for advertisers and brands to help increase the number of impressions and viewer exposure. The study is expected to continue and all final metrics will be available at the end of February, 2012. It is expected that the metrics will be of great importance to advertisers and their advertising agencies as well as to resellers.
Most recent results at one location, over a three day period, detected approximately 12,000 phones, with a unique handset detection rate of over 1,800 daily. The results also detected that 4,055 unique viewers viewed the point of sale digital screen, located by the store’s cash register. Of these viewers, 2,314 were identified as males and 1,741 as females. The young adult segment spent the most time looking at the point of sale screen, averaging slightly more than 3 seconds, followed by the senior segment at 2.9 seconds, and the adult segment at 2.7 seconds. The overall average viewing time was an approximately 2.9 seconds.
“We are pleased with these results in that they support the claims that have been made in the past concerning traffic in the Mac’s chain,” stated Mr. Romanov. “Though the use of iSIGN’s IMS software, we have demonstrated that we can greatly expand the potential audience for advertisements in Mac’s locations, giving advertisers a more effective advertising campaign. We expect that with real time measurement of the viewership of the ads running on the digital network, the Mac’s network will become the full service standard with advertisers and brands which will increase iSIGN’s revenues.”