Company: Measurence

Headquarters:  1216 Broadway, Floor 2, New York, NY  10001

Phone:  +1-646-595-0087

Email: info@measurence.com

Measurence provides software that enables out of home companies to measure impressions, reach, and engagement, and improve their targeting capabilities to allow their advertisers a better understanding of the ROI of their campaigns. The company was founded in 2014 and is headquartered in New York with branch offices in Milan and Madrid.  Insider talked with Measurence Co-Founder and CEO, Elio Narciso.

How’d you get involved in the the out of home advertising business?

Out of home advertising is one of the few, if not only, traditional media that has remained stable, and even grown, over the last few years despite the growth of online media.  People spend a lot of time outside of their homes, and the massification of mobile phones has allowed for improved understanding of location and activity signals. Because of this, my co-founder and I saw an opportunity to help in the digitalization of OOH. We believe accurate data can help OOH grow in the same way it helped digital advertising.

We founded Measurence with the purpose of narrowing the technological and data gap between online and traditional companies, and with the mission of transforming human offline behaviour into accessible knowledge. We want to empower members of the out-of-home industry to achieve goals beyond what they thought possible by enabling them to maximize their ROI and by giving them the same power of information that online advertising companies enjoy.

Tell us about your products and how they can help an out of home company.

Measurence Scout is a plug & play sensor kit that can be installed easily – it takes only about five minutes. The OOH edition sensors also come with an IP65 weatherproof and heat-resistant enclosure to allow installation in areas that are exposed to the elements.

Measurence Scout OOH Edition gives its users the same power and insights as one would enjoy from installing analytics to a website. Scout OOH provides accurate data and trends on impressions and ad exposure/dwell time, which are the basics any advertiser will need to see how their campaign is faring, as well as more advanced targeting capabilities, such as trends in operating systems, and wifi location data. Scout also provides analytics that reveal the key performance metrics OOH advertisers need to better plan, optimize and measure ROI. All of these attributes can help advertisers get the most out of their CPM, rates, and media spend.

These insights are delivered in an easy to understand dashboard equipped with trends that will allow an OOH company to make better decisions in the future. You can see a preview here. We plan to add predictive analytics in our next release, in order to differentiate even further.

How does the technology work?

Our technology does not require active inputs from the audience in order to measure it – as long as a mobile device has wifi “on,” we are able to detect presence, location and activity of that device, while preserving privacy. By acquiring our inputs in this manner, our population sample is very large at any given time – about 70% of mobile devices have their wifi on and can be measured correctly.

We have created a proprietary software solution that leverages off-the-shelf plug & play access points and turns them into sophisticated sensors. Through them, we collect WiFi data (as opposed to traditional GPS data), and by applying our algorithms, we generate actionable insights. Unlike other app-based solutions, we are a first-party data provider, meaning we collect the data and the user works directly with us, rather than through a third party.

What out of home companies are using the product?

When we started Measurence, we initially focused on the retail space, and acquired many marquee and brand-name customers such as Mercedes, Kate Spade, and Godiva. While the OOH segment is for us relatively new, we are already working with a number of media companies such as GINSA (premium billboards) and BPR (billboards and street furniture), to name a few.

What does the system cost?

Our solution is competitively priced, and dependent upon on CPM rates and media type. Pricing is based on a SaaS structure, with a fixed monthly component and an activation fee and with volume discounts depending on number of locations.

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