https://www.dagensmedia.se/marknadsforing/lanserar-ny-digital-matmetod-for-utomhus-6900217
A new digital measurement method for outdoor advertising focuses on Wi-Fi instead of people. The technology comes from Bumbee Labs.
Point measurements, which count how many people pass certain physical points, can be a challenging method, especially at peak times, and as a result the margin of error risks becoming large.
A new measurement technology developed by the company Bumbee Labs will now be tested and evaluated at Stockholm Central Station during 2018.
According to Bumbee Labs, measuring the Wi-Fi signals that mobile phones emit instead gives a more reliable picture of the number of visitors, of the flows inside the building and of how long visitors stay in the measurement area.
“For Bumbee Labs it is very exciting to work with the central station. Above all because our technology is well suited to environments where many visitors move within a small area over limited periods,” says Karl Samuelsson, CEO of Bumbee Labs, in a press release.
Jernhusen Media, which is responsible for event and advertising spaces at Jernhusen’s stations, welcomes the new method of measuring flows of people. The results suggest the station has had significantly more visitors than previously believed.
“Our large flows are advertisers’ main argument for booking space with us. So it feels great to be able to deliver even more reliable visitor figures. We can also see that the old visitor counters missed many people, so even though the commuter trains have moved away from the station, the measurements show a higher overall traveller flow,” says Åsa Agemalm, product owner at Jernhusen Media.
According to Bumbee Labs, the new solution is as privacy-safe as previous measurement methods. All collected data is anonymised and presented in completely anonymous, aggregated form with a time delay, which fully protects visitors’ privacy. The measurement method has been reviewed and approved by the Swedish Data Protection Authority.
CHRISTOPHER KARLSSON christopher.karlsson (at) dagensmedia.se