AdMobilize revealed yesterday (July 2) its new AdBeacon 2.0, which enables businesses to measure how customers view their advertisements in the real world. The Miami-based company also announced an additional $1.6 million in funding — reaching a total of $4.5 million since its founding in 2012 — to fuel further development of its patent-pending platform.
The AdBeacon technology does for human visitors what Google Analytics does for online visitors. With a GPS, a five-megapixel camera, a Linux computer board and what CEO and founder Rodolfo Saccoman described to VentureBeat as “advanced facial detection,” it allows advertisers to track dwell time, gaze ratio, emotions, age, gender and even the ethnicity of customers. Advertisers can access performance data by location, time, audience, engagement, demographics and other key factors to adjust campaign strategy and drive revenue based on the number of “looks.”
The AdBeacon is mounted on a counter, a wall or on top of a digital billboard, plugged into a power outlet and set up for Wi-Fi access, reports VentureBeat. It comes with the AdRemote app for Android or iPhone, which helps configure the device but also displays key metrics on how effective an advertising campaign is. The results can then be shared with partners and/or customers in just one tap. Users can also view the AdDashboard via their browser which provides analytics in real time.
“We’re changing the rules of advertising by applying the level of analytics that eCommerce companies use to real-world advertising, in order to maximize sales in the physical world,” said Saccoman. “AdMobilize gives brands the data they need to understand the physical world — it makes the world smarter.”
Despite the fact that brands spend $7 billion a year on street-level advertising, such as bus shelters and digital signage, tracking how effective those campaigns are is difficult. AdMobilize says that it not only provides greater accountability but also makes it easier for businesses to understand and optimize their advertising spend and maximize ROI.
“Real-time data and analytics drive online advertising and marketing for a reason — they generate incredible ROI,” Saccoman said. “With AdBeacon 2.0, AdMobilize is giving outdoor advertisers and brick-and-mortar businesses the same advantages their digital counterparts enjoy. It’s a gamechanger.”
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