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• W989187 abstract "The Out-of-Home (OOH) media markets currently rely on a plethora of methods and technologies for measuring their potential or real success. From nationwide interviews over statistical analyses to device based mobility records, each of the OOH markets (in different regions or countries) has chosen its own mixture of measurement efforts in order to provide more or less clear numbers to their clients. In this contribution, we are presenting the Presence Scanner, a new and inexpensive technological approach to detecting the presence of people in front of OOH media sites. Based on an array of ultra sonic range finders and equipped with wireless communication capabilities, the Presence Scanner is on its way to resemble a flexible and scalable solution to plug and play activity sensing in (at least) indoor scenarios. 1 Towards Aware Billboards Out-of-Home (OOH) and ambient media are still representing a substantial part of our daily advertising dosage, with about 10% and 8% of gross contacts, respectively, as of 2007. For instance, City-Light-Posters enjoy increasing popularity within the young and mobile audience. The attentiveness towards OOH media is lower than for most other media, except for radio, but is still rated around 2.8 (on a scale from 1 (low attentiveness) to 6 (high attentiveness) [DFIS08]. However, the OOH market and especially its main shareholders—OOH advertising companies such as EPAMEDIA and JCDecaux—are facing rough times, as they are still struggling with the definition and measurement of contacts. Contacts however (or better: the opportunity to see, OTS [Kos09a]), are the currency of advertisement and in times of the Internet where views and clicks of advertisement banners are rather easy to count, the measurement methods used in classical advertisement markets such as TV, Radio and OOH have to be reconsidered. The OTS is closely related to the “frequency” of a specific OOH media site: how many OTS/passers-by are there in a certain amount of time (e.g. per hour)? Pedestrians, cars and public transport users are all among the group of individuals to be considered in OOH media situations. While cars are usually tracked by official authorities and the usage of public transport is known by the public transport companies, pedestrians are harder to grasp (in numbers), as they roam around rather freely. Statistical analyses from data gained in interviews or questionnaires can serve as a powerful and accurate source for media planning, however “real” data, measured at the place of occurrence has a clear potential for higher accuracy and it can even serve for realtime decisions if required. In this paper we will thus first give an overview on currently used contact definitions for OOH media, motivate our approach for non-cooperative people counting, present different technologies for presence detection in public spaces and provide a detailed view on the Presence Scanner (a cheap and easy to use presence detection device suitable for outdoor usage) and its system architecture. We will also present two application scenarios of the Presence Scanner for the OOH market that are currently under development. 2 Frequency Counting International OOH research uses mainly three methods for calculating individual related billboard contacts [Sch05]: questionnaires, observations and the usage of existing traffic counting data. Since questionnaires tend to be rather inaccurate, more and more observation based methods are implemented and used for the derivation of contacts [Sch05]. 2.1 Plakatwertung Osterreich The Plakatwertung Osterreich (PWO) is the Austrian implementation of a billboard contacts definition, introduced to the market in 2000 and revised in 2004. It consists of the following criteria [Kos09b]: (1) site different sites must be at least 25m apart; multiple billboards are considered a part of the same site if closer than that, (2) visibility and distance a billboard situated in parallel to the flow of traffic can be viewed from up to 80 meters distance in an angle of at least 30°, (3) road distance the distance is measured from the middle of the road, (4) billboard direction with respect to the viewer, from 0° to 90°, in 15° steps, (5) frequency based on statistics of the Kuratorium fur Verkehrssicherheit (KfV); for roads without available statistics, additional measurements have been conducted, (6) velocity based on data of the KfV, including traffic light slowdown and (7) density the more billboards on a single site, the higher the devaluation of the site. The PWO classifies the 61,563 billboards in Austria into six classes (A-F; Superstar, Star Plus, Star, Top, Selekt, Standard), based on the Plakatwert (PW) calculated from the criteria above. As of the end of 2008, the EPAMEDIA owns 51.9% of all registered billboards, the Gewista 31,6% and the remainder OOH companies sum up to 16,5% [EPA09]." @default.
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• W989187 title "Presence sensing billboards" @default.
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