https://eventeffect.se/ny-matteknik-utomhusreklam-lanseras/
Bumbee Labs has developed a new digital measurement method for outdoor advertising that will now be tested and evaluated at Stockholm Central Station during 2018.
Point measurements count how many people pass certain physical points, a technique that can be challenging at peak times. Bumbee Labs’ new measurement technology instead measures the Wi-Fi signals that mobile phones emit. This should give a more reliable picture of the number of visitors, the flows inside the building and how long visitors stay in different areas. Dagens Media reported the news.
Jernhusen Media, which is responsible for event and advertising spaces at Jernhusen’s stations, is positive about the method.
“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, to Dagens Media.
The measurement method has been reviewed and approved by the Swedish Data Protection Authority. According to Bumbee Labs, the method is also safe for visitors’ privacy since all data is de-identified and anonymised.