Carl Wåreus, chair of Outdoor Impact, is positive about the new outdoor measurement technology being tested at Stockholm Central Station during 2018. “We are always looking for a more efficient method and we are positive about this one,” he tells Dagens Media.
Yesterday Dagens Media reported that a new digital measurement method for outdoor advertising will be tested at Stockholm Central Station during 2018. The method focuses on measuring Wi-Fi signals from mobile phones instead of people.
The company behind the technology, Bumbee Labs, says the method will give 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.
“We think it looks great. We are constantly looking for new technologies to measure with data signals to get precise information about how people pass through and behave in different places,” he tells Dagens Media.
Last autumn Outdoor Impact launched an update to the shared measurement currency so that outdoor companies and advertisers can evaluate campaigns running on both digital and analogue outdoor sites.
Does this feel like a replacement for established measurement methods or an addition to the overall picture?
“It feels like a good complementary method. There are many different ways to measure in different places. Some methods are more extensive, getting that data is expensive, and it is rarely updated. We are always looking for a more efficient method, and we are positive about this one.”
Is this a method you will test yourselves?
CHRISTOPHER KARLSSON