ADMOS
Advertising monitoring system development for outdoor media analytics
| Coordinatore | ATEKNEA SOLUTIONS HUNGARY KFT
Organization address
address: TETENYI UT 84-86 contact info |
| Nazionalità Coordinatore | Hungary [HU] |
| Totale costo | 1˙258˙303 € |
| EC contributo | 942˙000 € |
| Programma | FP7-SME
Specific Programme "Capacities": Research for the benefit of SMEs |
| Code Call | FP7-SME-2012 |
| Funding Scheme | BSG-SME |
| Anno di inizio | 2013 |
| Periodo (anno-mese-giorno) | 2013-09-01 - 2015-08-31 |
Partecipanti
| # | ||||
|---|---|---|---|---|
| 1 |
ATEKNEA SOLUTIONS HUNGARY KFT
Organization address
address: TETENYI UT 84-86 contact info |
HU (BUDAPEST) | coordinator | 28˙100.00 |
| 2 |
FLEXIBLE OPTICAL BV
Organization address
address: ROTTERDAMSEWEG 133 contact info |
NL (DELFT) | participant | 225˙800.00 |
| 3 |
X-TREME HOLDING BV
Organization address
address: SMEDERIJSTRAAT 2 contact info |
NL (BREDA) | participant | 220˙100.00 |
| 4 |
RUBIN INFORMATIKAI ZARTKORUEN MUKODO RT
Organization address
address: EGRESSY UTCA 21 contact info |
HU (BUDAPEST) | participant | 219˙000.00 |
| 5 |
Impactmedia SA
Organization address
address: Lincoln 11 En3 contact info |
ES (Barcelona) | participant | 215˙700.00 |
| 6 |
SHEFFIELD HALLAM UNIVERSITY
Organization address
address: HOWARD STREET contact info |
UK (SHEFFIELD) | participant | 19˙600.00 |
| 7 |
CENTRAL EUROPEAN RESEARCH CENTER KFT
Organization address
address: REGIPOSTA UTCA 13 V. em.14 contact info |
HU (BUDAPEST) | participant | 13˙700.00 |
Mappa
Word cloud
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Obiettivo del progetto (Objective)
'The aim of ADMOS aim is to develop a compact monitoring device that can be installed additionally on public media interfaces, which is able to provide information about the displayed advertisement, and to give feedback about the obtained contact number and the pattern attributes. The ADMOS system will consist of two cameras (one facing the board and the other facing the public) integrated together with a mobile communication unit so the collected information can be monitored through the internet. The objective is to gain detailed information about the composition of the sample, what means to define the age, gender of the people walking by and whether the person has noticed the advertisement. The system will be controlled through a software that will be able to analyse the collected data and present the results for the system owner (according to a day/week/month/year campaign). The system will enable the user to check the media device 0-24 h and send automatic alerts in case of a failure. As a result ADMOS will offer the user (both advertiser and outdoor media owner) a tool that can give an objective and accurate analysis of the audience for any advertising board (digital or paper based). In addition the system will be able to monitor the board as well assuring the owner and the advertiser that the right images are displayed. The benefits of this technology will mean that more effective and directed advertising can be achieved (reducing unnecessary and ineffective marketing).'
Introduzione (Teaser)
The success of billboard and other outdoor advertising campaigns can be hard to measure. An EU initiative is designing technology to assess the effect of public advertising structures and displays.
Descrizione progetto (Article)
Unlike web analytics that evaluate the results of online campaigns, the impact of marketing to people while they are on the go in public areas can often be hard to measure. Traditional advertising formats such as billboards that reach consumers outside the home lack accurate and reliable measurement, collection and analysis tools.
With EU funding, the project 'Advertising monitoring system development for outdoor media analytics' (http://www.admos.eu/ (ADMOS)) is developing a compact device that monitors outdoor displays round the clock and counts the precise number of moving objects that pass by them.
ADMOS technology is equipped with a unit containing a camera that faces the outdoor display and another that points outward. It can be easily installed on any billboard and operates under adverse weather conditions. To prevent wear and tear of the advertisement, automatic alerts are sent giving its condition.
The device can provide such detailed information as the age and gender of passers-by, and whether they noticed the advertisement. The accumulated data and the total number of objects are linked directly to specific time intervals. This enables advertisers to carry out more targeted campaigns based on their audience.
During the first reporting period, end-user requirements were identified and system specifications were defined.
Project partners examined applicable EU and national data protection and privacy laws concerning image capturing and analysis. In addition, they gathered feedback on the proposed ADMOS technology from 28 national data protection authorities.
A prototype of the monitoring device has been developed and will be tested in shopping malls during the next phase of the project.
ADMOS is developing cutting-edge solutions for measuring the effectiveness of outdoor advertising that go beyond customary opinion polls and statistics. The advertising industry and ultimately consumers stand to benefit.