ELAN Media, a leading company specialized in crafting innovative communication and advertising landscapes, and Quividi, the industry standard for Audience Analytics in Digital Out-of-Home (DOOH), held an official joint event to announce their partnership and introduce the new Anonymous Video Analytics technology (AVA) which allows ELAN Media to measure accurately the audience of their Digital Out-of-Home assets in real time and in real life.
The event took place at Novo Cinemas, 7 Stars Theater, the Pearl, Qatar.
During the launch event that was attended by international creative and media agencies, advertisers of international and local retail brands, and executives of Mall of Qatar & Doha Festival City; Mr. Jamie Ball, Chief Operating Officer of ELAN Media and Mr. Denis Gaumondie, Chief Marketing Officer of Quividi, highlighted the benefits of Quividi’s advanced Audience Measurement technology, now fitted across ELAN Media’s digital MUPIs deployed at MoQ & DFC.
AVA provides advertisers with accurate and transparent data related to their ad campaigns’ performances by providing accurate numbers of opportunity to see (OTS) and watchers of each campaign broken down by demographics, mood, as well as dwell and attention time.
This data ensures accountability across all levels of the ad campaigns, allows advertisers to measure consumers’ engagement with their content; and serves as a catalyst to help them optimize their campaigns to achieve better return on investment (ROI).
Mr. Jamie Ball, ELAN Group’s COO commented on the partnership with Quividi saying: “We are proud of our partnership with Quividi. Introducing this cutting-edge technology to our clients reinforces ELAN Media’s reputation once more as one of the most innovative media companies in the Middle East region.” Ball added: “The technology provides numbers and interpretations. For example, since 23rd of April, 2017 until date, we’ve had more than 50.5 million people walking by our assets at MoQ & DFC. We can measure their demographics, how much time they spent in front of the screen, and how engaged they were with the content of each advertisement”.
Ke-Quang Nguyen-Phuc, Quividi CEO, said “the introduction of Quividi’s advanced audience & attention measurement solution in Qatar brings a wealth of data, insights and interactive capabilities hitherto unavailable in the region’s DOOH industry. We are privileged to have ELAN Media, the most advanced DOOH network owner in Qatar as well as the Middle East area, as a partner, and we are looking forward to bringing our international and long experience with mall environments to support them further engage and monetize their DOOH audience.”
He added: “ELAN Media will now provide advertisers and agencies with the most accountable DOOH metrics and will be able to safely embrace DOOH’s future towards mass context-aware experiences.”
ELAN Media, a subsidiary of ELAN Group, aims to create an innovative communication landscape using a mix of media channels that engage customers, achieving numerous audience target opportunities effectively and efficiently. ELAN media owns 240 digital screens that include ‘The Iconics’, two 72 sqm digital screens in the Mall of Qatar, the ‘Axis’, a giant 28sqm rotating screen with 360-degree visibility at Doha Festival City, and the ‘Torch’, the largest roadside digital screen in Qatar, in addition to many others.
ELAN Media and Quividi relied on their common partner AVT for the deployment of the Audience Measurement technology on all digital MUPIs.