Quividi’s Audience Reports follow OVAB’s (DP-AA’s) Guidelines

Quividi announces that its core metrics are consistent with the audience metrics guidelines proposed by OVAB (the association has been renamed DP-AA since then). With no need to upgrade their configuration, Quividi’s customers can divulge their audience data according to these guidelines which represent an acclaimed step towards harmonization of audience measurement efforts for Digital Signage. A sample report is available for download.

Outlook of a Quividi dashboard consistent with OVAB guidelines The American Out-of-Home Video Advertising Bureau has been in the process of negotiating, developing and delivering credible, logical, comparable metrics guidelines that will make it easier for agencies and advertisers to adopt OOH advertising more fully and to streamline it within their overall advertising budget.

The proposed audience measurement guidelines (available on the OVAB website) define the Average Unit Audience, a currency metric, which is the number and type of people exposed to the media vehicle (i.e. a screen) with an opportunity to see a unit of time equal to the network’s typical advertising unit. This metric is computed by combining:

  • Traffic in the vehicle zone, ie. number of people passing in the zone where the vehicle is visible;
  • Notice, i.e. the percentage of traffic that notices the vehicle;
  • Dwell time, i.e. time spent in the vehicle zone.

Quividi’s VidiReports audience measurement software natively delivers the core measurements that precisely match those OVAB requirements to compute the Average Unit Audience:

  • Opportunities To See, i.e. the number of people passing in the zone where the vehicle is visible;
  • Conversion ratio, i.e. the percentage of passers-by who notice the vehicle ;
  • Session time, ie. the time spent in the vehicle zone.

In following OVAB’s guidelines, Quividi showcases a number of advantages:

  • it computes the Traffic in the Vehicle Zone and the Notice metric from one single camera, ensuring very precise numbers, without the need for any calibration;
  • it delivers additional informative data such as attentive dwell time (ie. the aggregate time within dwell time during which people were attentive to the medium), distance to the screen and demographics profiles;
  • its datamining application, VidiCenter, displays intermediate results at any level and any time resolution and offers data integrity checks in order to ensure that reliable results are presented to the user for the desired schedules;
  • it already follows the road outlined by OVAB for the future in terms of Specific Ad audience measurements, since it can measure the dwell time for any watcher while a specific content is running, thereby providing precise audience measurements on the basis of content

Outlook of the Quividi report (PDF format, 3.2Mb) To provide an example of the type of reports delivered by VidiCenter, Quividi is offering to download a typical VidiCenter dashboard according to the OVAB guidelines, based on real-life data. The data comes from a one-month study of a screen in a pharmacy performed in June 2008.

The report presents metrics such as Vehicle Zone Trafic, Vehicle Zone notice, Vehicle Zone Audience, Vehicle Zone Dwell Time and Average Unit Audience. It also details how Quividi’s and OVAB’s metrics match. Charts are based on an automatically-generated VidiCenter dashboard, available to Quividi’s customers, prospects and partners.

This full report can be obtained at here and freely distributed with mention of the Quividi copyright.

Presensia and Quividi invent the first gender-aware fragrance dispenser

Presensia and Quividi announce that they have developed TargetScent, an innovative solution that makes it possible to dispense fragrances according to the gender of a potential customer.

TargetScent is composed of a Scentys4 dispenser controlled by Quividi’s VidiReports. Scentys4 is a compact fragrance dispenser recently released by Presensia, which can diffuse up to 4 different scents up to a 5-meter distance. Scentys uses a patented technology for fully dry diffusion (no liquids, anti-allergenic, no contact with the users’ skin, controlled concentration of perfuming materials). The Scentys4 dispenser can be completed with a screen that shows the video clip relative to the dispensed fragrance.

TargetScent’s controlling engine is a small computer running Quividi’s VidiReports software. VidiReports detects human faces in the vicinity of the dispenser, estimates the corresponding gender of prospective customers and sends that information to the Scentys4 dispenser, which instantly selects the appropriate fragrance. A small webcam sends a live video feed to VidiReports, which analyses it in real time, without recording any image nor extracting any personal information. Anonymous statistics are logged to measure the impact of TargetScent. VidiReports can be easily configured to set the prefered detection distance and the strategy to be employed when several faces are detected.

TargetScent in situ « This scent marketing tool is a world’s first », says Clément Jeanjean, Presensia’s CEO. « It combines in a simple and efficient way the latest progresses in message targeting and the maturity of a scent marketing technology which has been adopted by many well-known perfume, cosmetics and wine and spirits brands ».

« With Presensia, we have developed a new application of the targeted marketing offered by our live audience measurement technology », », adds Olivier Duizabo, Quividi’s CEO. « We’re empowering a new generation of in-store marketing tools that embed measurement, adaptation and interactivity capabilities similar to what exists on the Internet ».

TargetScent was first introduced at the Beyond Beauty Paris tradeshow, October 5-7th 2008, and has been showcased on the TV magazine Nouvo (in French), from Swiss broadcaster Télévision Suisse Romande.

TargetScent is already available at Presensia and its partners.

About Presensia

Presensia is a French start-up active in interactive scent dispensers. Its Scentys range of products, introduced in 2006 with the first all-in-one olfactive screen, delivers retail and training applications for the professionals in the perfume, cosmetics, food and wine and spirits industries. Scentys makes it possible to ease and improve the contact between the products’ inner perfume or aroma and the customers. The latest Scentys solutions also address the fast-growing needs of mood marketing. Amongs Scentys customers are Christian Dior, Givenchy, Lancôme, Armani, Yves Saint-Laurent, Estée Lauder, Moët&Chandon, Hennessy, Courvoisier, Max Havelaar… With the support from OSEO, the Ile-de-France region and Scientipole Initiative, Presensia received the Grand Silver Medal of Paris city in 2007 and the « Most Unique Achievement Award » of the Scent Marketing Institute in New York in 2008.

About Quividi

Quividi is a privately held company created in July 2006 in Paris, France. Quividi’s vision is to develop affordable and effective audience measurement solution for out-of-home media. Relying on proprietary image processing technology, Quividi offers outstanding software solutions that can be installed on a wide range of platforms and, most notably, on standard digital signage players. Quividi’s software accurately measures and qualifies the audience of any communication support; real-time data allow the medium to adapt its content to the instantaneous audience profile. Quividi actively collaborates with all the actors involved in retail marketing, from brands to screen network operators, from integrators to media agencies and research companies; the common goal is to turn point-of-sale and out-of-home marketing into the next “big media”.