Powering OOH with Precision: How Open Media & AdMobilize Are Redefining Real-World Audience Measurement

At Open Media, we recognise the importance of data in campaign planning, and we are committed to innovating the ways in which we carry and measure campaigns. We aim to offer our clients tailored solutions for their campaigns, and do this by leverage numerous data sources, one of them being AdMobilize.

 

In this piece, we sit down with José Mora, CEO of AdMobilize, to talk more about the platform and how it provides solutions for OOH media owners.

At AdMobilize, we’ve built what we believe is the world’s most accurate, real-time measurement platform for real-world locations. We serve dozens of clients across more than 30 countries, primarily in the out-of-home (OOH) advertising and retail sectors.

 

We use advanced computer vision technology combined with a robust data infrastructure. This allows our clients to precisely measure how many people pass by their locations and get some basic demographic information. Ultimately, this helps them quantify the true impact of their ad campaigns.

 

Our platform also streamlines a lot of the heavy lifting. We automate data organisation and report generation, including split reports for different campaigns. We can even feed our data directly into programmatic platforms, ensuring that the CPM (cost per mille) is based on real, verifiable audience numbers.

 

Ultimately, our mission is to bring transparency and accurate audience measurement to the real world.

What’s great about our technology is that it’s all built on computer vision, a field of AI that lets computers essentially “see” and interpret the world around them, much like a human does.

 

We’ve spent years custom-training our models with millions of images, and we’ve optimised our software to the point where it can run on a standard commercial device right on-site. The key here is that it analyses video in real time. This not only gives us instant data, but it also means we can count people and vehicles without ever touching personal data or identifying individuals, which is incredibly important for privacy.

 

Computer vision is one of the most established fields in AI, so its high level of precision allows us to give our clients and their advertisers full confidence that every impression from our system is completely verified and trustworthy.

After many years working in the OOH industry our platform has evolved to be not only a data collection tool, but also a complete data management platform. Is a place where your network’s data can live safely, be connected to other data points like our client’s CMS running the content on digital screens and even send those detections to other systems that need it for sales purposes, like programmatic SSPs.

 

Also, all of our platform includes the use of API’s in case our clients want to use that data and cross it with other pieces of information. Data is only useful when put into use, so it’s important that our client’s have the tools and flexibility to make the most of their data.

The OOH industry is making huge progress on different aspects, and booking outdoor campaigns is getting easier for brands as well as more data driven than ever.

 

AdMobilize is a complete solution for media owners that want to differentiate themselves in the market by offering fully verified impressions to their customers, and offer different layers of information about the audience they are trying to reach. We have made our platform easy to set up, to use and to integrate to the greater ecosystem so a media owner only needs to worry about using the data to book and report back on campaigns.

Working with AdMobilize has transformed how we measure our campaigns. The technology provides us with real-time audience data, allowing us to deliver fast and precise reports to clients, along with in-depth analysis of a campaign’s success. This data gives us a much clearer picture of who is viewing our sites, with valuable metrics like age, gender, and gaze-through rates—information we were never able to collect before.

 

We initially partnered with AdMobilize to find a more innovative way to gather audience data from our sites. Their cameras, installed on select locations, have given us an incredibly effective solution for obtaining quick and accurate audience demographics, which is a major benefit for both us and our clients.

 

We had a major win for Open at our BOXPARK Wembley site. By installing the AdMobilize camera, we were able to accurately measure the audience outside of Wembley, arguably the most famous stadium in the world.

 

Previously, we couldn’t get accurate figures for the impact of our media there. Now, using this technology, we can provide our clients with reliable, accurate audience data, which has been a game-changer for everyone.

 

Open Media’s collaboration with AdMobilize is a prime example of our commitment to data-driven innovation and solutions. By leveraging AdMobilize technology on a select number of our sites, we can provide clients with more than just OOH space, we can provide a solution based on real-time, verifiable audience data. Our partnership will continue to be a key part of how we provide our clients the most impactful and effective OOH advertising space.

 

See how this partnership has proven useful for our clients here, in the case study with SkyBet ‘A Perspective on the Playoffs’.