Ask the Board – August 20, 2018 | STEVE DAWSON

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“With the onslaught of data entering the fray, how can digital signage buyers and sellers evaluate DOOH as an advertising medium to determine its value and accuracy?”


We include measurement as part of every program as a baseline – measuring basic traffic, impressions and engagement. Recently, we’ve been leveraging computer vision analytics platforms to drive measurement around age, gender, sentiment and behavior. It’s important to visualize this data in a unified dashboard in order to provide a single view of the performance of a program, which is often aggregated from a variety of different types of data sources.

About Author

VP, Emerging Experiences
SapientRazorfish

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brand Council

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