Delhi | Quividi has been a market leader in audience measurement and shopper tracking for years, pioneering the use of analytics and sensors in digital signage. However, convincing Europe of the benefits of these technologies remains challenging, especially with the added complexity of GDPR. Outside of Europe, though, Quividi has found great success, as seen recently in Delhi and Doha.
Trust building is immensely important in the media industry, where reach figures are often interpreted generously. Today, the standards for trust are very high, and new media types, particularly Digital-out-of-Home (DooH), must deliver reliable and understandable reach figures.
In the DACH region and much of Europe, external market researchers handle reach measurements, while shopping mall and station operators provide frequency figures and socio-demographic insights. Advertisers trust this data.
In emerging markets, however, structures built on trust are not established. In these areas, Quividi is frequently used for DooH advertising. The French audience measurement platform is regarded as the gold standard and is employed by premium DooH network operators to demonstrate reach and build trust.
Transparency delivers trust
After attending Infocomm India, invidis visited Skycom, the largest mall signage provider in Delhi. Along with Shekhar Rao, managing partner at Skycom, we explored the biggest malls in the Indian capital and the construction sites of future shopping centers in the world’s most populous country. A detailed report will be published soon on invidis. In our discussions with real estate operators, agencies, and advertisers, reliable frequency measurement was a key topic.
Skycom primarily installs LED screens in shopping centers, along with CCTV cameras for proof of play and additional cameras beneath the LED boards for live frequency measurement. They utilize Quividi Audience Measurement, with reports sent to agencies and advertisers weekly, alongside proof of play. Transparency is crucial in emerging markets, even if it necessitates using the Quividi solution, which is considered very expensive by Indian standards.
Real-time audience measurement is not only business-critical for Skycom in India but also for Elan in Doha. As the market leader in Qatar, the JC Decaux subsidiary also relies on Quividi. In the new Network Operations Center (NOC) in Doha, Elan monitors the nationwide DooH network and optimizes campaigns in real time using insights from Quividi. Additionally, Quividi cameras now provide the necessary data for programmatic campaign planning in real time.
