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Seeking solutions to track effectiveness of out-of-home advertising

IPI Singapore
Tags: Singapore, RIE Industry Day, Advertising, Marketing, Impact tracking, ROI, Advertising technology, Hardware, Innovation
Audience: Students, Researchers, Start-Ups, Businesses, Subject Matter Experts, Other
Anticipated Funding: TBC
Applications close: June 30, 2019
Last Updated: June 12, 2019 10:35 PM
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The Challenge

Advertisers and marketing agents spend a large amount of money on advertising assets in public places, such as billboards, posters on walls, pillars, bus stops, train stations, as well as inside and outside of trains, buses, and vehicles. However, they are unable to find out the exact reach, profile of users and conversion of sales. This information is important in determining the Return on Investment (ROI) in advertising; a function of both the number of impressions made per dollar spent on advertising, as well as the sales generated per dollar spent on advertising.

To determine the number of impressions made, this company is seeking solutions that would be able to track the number of impressions made for each advertisement. The solutions should enable the company to determine the number of people who looked at the advertisement, provide insights on locations where advertisements would generate more impressions, and what type of advertisements are more relevant to different demographics. Thereby allowing the company to report such information to advertisers and allow them to calculate the advertising ROI for their marketing campaigns.

Solutions providers should take into account implementing the solution to both new and existing advertising media locations, e.g. billboards, train stations, trains, buses and other vehicles. Solutions should also be inconspicuous and non-intrusive to consumers. Solutions should also consider providing a platform that captures the total number of impressions an advertising campaign collected from different advertisements put up at different locations.

Technology providers should be open to work closely with the company to test the solution in phases, and further develop the technology to meet the said requirements. The initial phase may involve testing the solution on a pilot scale, on non-moving advertising media platforms, such as billboards, walls, pillars and train stations. Subsequent phases could involve multiple roll-outs to capture the outcome of an entire advertising campaign.

Technical Specifications

The solution should be able to (but not limited to):

  • Tracking the visual gaze of consumers, to determine whether they are looking at the advertisement
  • Prove that the advertisement has formed an impression on a consumer, e.g. through tracking of eye or head movement, etc.
  • Count the number of impressions made from the time an advertisement is put up till the time it is taken down
  • Provide data analytics and visualisation platform to present insights such as locations where advertisements generate more impressions, and relevance of advertisements to the demographic. The platform should also able to capture the total number of impressions an advertising campaign collected from different advertisements put up at different locations
  • Remain inconspicuous and non-intrusive to consumers that show interest in the advertisement

The proposal should indicate the hardware that is required at the premises if any, and also any additional infrastructure requirements for the system to operate, such as wireless or wired connectivity.

Eligibility Criteria

The Event is open to global and Singapore-based research providers, students, or companies (start-ups, SMEs or larger companies).

We recommend that you consider the Technology Readiness Level that Problem Owners are seeking for when submitting solutions, as well as whether there is any requirement for selected applicants to have a physical presence in Singapore.

Global applicants must be prepared to bear any travel cost, be it for the face-to-face meeting on RIE Industry Day 2019, or for subsequent follow-up meetings. Subject to the approval of the Problem Owner, a teleconference meeting can be set up between the Problem Owner and shortlisted Solver for the first meeting.

Terms and conditions

For complete details on the terms and conditions that govern the challenge please refer to the website.

How to apply

To submit an application to the challenge please refer to the website.