Unlike its competitors in the DOOH audience analytics business, Adpack uses audience data not only for reporting but for targeting and buying as well. Adpack also runs its own fast-growing DOOH network in Germany, equipped with the proprietary audience analytics tech.
Adpack has its own Supply Side Platform (SSP) that allows various Demand Side Platforms (DSPs) to access Adpack’s DOOH inventory.
Mel Stott talked with Ralph Razisberger, the Adpack’s Founder & CEO, shortly after the company joined the DPAA.
Please tell us about Adpack’s business and your programmatic and real-time analytics/targeting capabilities.
Adpack operates its own DOOH network in Germany and is starting to expand internationally, but we also offers license models for interested DOOH and retail companies.
Adpack’s technology consists of a visual sensor and the Adpack app installed on a mini PC mounted on professional screens. This set-up allows face-detection of people in front of the screen who are categorized by age and gender.
As all adpacks are always online, they can individually be addressed and allow to display targeted content to specific groups. For example, advertisers can programmatically book to play gender and age specific commercials to women aged 20-30 years in certain areas on certain times of day.
Each adpack is connected to a video server and a SSP (Supply Side Platform) and can be addressed by the advertisers’ DSPs (Demand Side Platform).
Since the adpacks are continuously online, the anonymous metadata gathered by visual sensors can be viewed and analyzed in real-time. Hence, the customers in front of the screen can be addressed in real-time.
Due to the fact that most adpacks are installed at the point of sale (POS), ads can be displayed in real-time to targeted audiences when purchase decisions are being made. But Adpack offers far more. It not only analyzes the people in front of the screens by age and gender, but also offers extensive reports regarding how long they watched the commercials (VTR- View Through Rate), their in-store dwell time, heatmap analytics, customer count and flows by day and hour, etc.
This rich data allows network owners (retailers, for example), to get to know their customers and boost their interaction with them.
Can you give us examples of how you are working with DOOH networks and advertisers?
Advertisers can book their campaigns either programmatically based on the Adpack SSP or through a dedicated campaign dashboard which also includes a real-time reporting.
As well, Adpack has started an initiative to upgrade existing major European DOOH networks with Adpack’s face detection technology and programmatic advertising platform. Some larger companies with hundreds of affiliates opt in to install their own (closed) DOOH networks in order to analyze and address their customers on their premises.
Adpack will be announcing further major deals for its turnkey solution next year.
How do you ID people in front of screens and generate the type of data that enables targeted commercials?
First of all, we want to clarify we don’t ID any person in front of screens. The adpack technology allows to determine viewers’ age and gender, and in this way target specific groups for advertisers.
Adpack’s face detection is completely anonymous and complies with all data privacy regulations. A visual sensor scans nearby faces and compares this data with a local database of anonymous metadata. The metadata of the faces detected is then allocated to the group with which it has most similarities. This data is offered via SSP to different DSPs in order to enable programmatic DOOH buying and real-time bids.
Adpack DOOH audience analytics and targeting platform
Do you sell/work your tech product directly to DOOH networks, or advertisers/agencies… or all of the above?
As mentioned, Adpack runs its own DOOH network, and we also offer license models to either install private DOOH networks for larger companies or upgrade existing DOOH networks. Adpack even helps retailers in terms of data generation and customer journey analysis.
What were your reasons for joining DPAA?
The product “Adpack” is market-ready and we need reliable partners with large and powerful coverage in order to promote it. DPAA and its members work in this exact field. DPAA keeps members updated on the latest trends and is a great liaison in all matters regarding DOOH. Hence, we needn’t to think twice about joining DPAA.