billups, the leading independent Out-of-Home (OOH) managed services agency, announced the launch of contextual and creative attention metrics for OOH media. The quantifiable attention metric captures how well traditional and digital OOH units stand out in their environments, comparable to attention measurement in other channels. Together with creative optimization, these products can inform marketers’ selections of sites and creative for traditional, digital and programmatic OOH as part of omnichannel campaigns.
The AI-based billups Analytics™ Attention Dashboard is a privacy-compliant platform that provides depth to the quality of OOH impressions, evaluating and adjusting for site-specific features that may impact a viewer’s ability to see and recall an ad.
Using environmental and contextual conditions to evaluate the individual units, the offering includes metrics like reach, frequency, audience demographics, and dwell-time analysis estimating how fast a person or vehicle is moving or resting near the unit. The resulting attention score shows how much more effective the board is at securing attention than others in the market, whereby lower percentages indicate normal performance and higher percentages showcase outstanding attention-grabbing opportunities.
billups’ creative optimization delves into image analysis, illustrating how information distribution affects attention according to the human visual processing system. Powered by billups’ proprietary AI-based SSI model, it delivers comprehensive visual analyses, highlighting which parts of the creative are most likely to garner attention.
A recent brand awareness campaign for the Deep Learning Advertising Platform, Cognitiv, generated an average attention score of 44 percent, which is categorized as “exceptional” in relation to other OOH inventory in the market. Additional insights identified two units with “outstanding” attention scores of 99 percent and 97 percent, with dwell times more than three times higher than the campaign average. In the future, the brand can increase the frequency for these units to optimize effectiveness and include more of these OOH formats in their activations.
“We turned to billups to assist us in using OOH for our first brand-building campaign,” said Justine Frostad, SVP of Marketing at Cognitiv. “The ability to collect attention insights on a branding investment changes how we think about branding by demonstrating what units worked best and enabling us to optimize future campaigns. Along with the high attention scores, the 650% increase in organic LinkedIn searches from this campaign further proved our strategy’s effectiveness.”
“In a crowded media environment, it is critical that advertisers have the precision tools to measure and optimize their campaigns, ensuring their OOH investments drive results,” said Shawn Spooner, Global Chief Technology Officer at billups. “The billups Analytics™ Attention Dashboard combines proprietary methodologies with established OOH space-measurement standards, harnessing patented machine learning algorithms and computer vision to more accurately assess how effectively a unit captures and retains viewer attention.”
The billups Analytics™ Attention Dashboard is available in beta to billups clients and partners, agencies, brands, and OOH media owners in the US and Europe, with rollouts to Canada and parts of the Asia-Pacific region in Q4 of this year.
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