Kings Avenue Mall

Goals

• To unify audience measurement and ad placement sales for increased profitability.
• To manage all screen content via a single web-based CMS.
• To analyze content efficiency for optimized advertising.

Work process

• Integration: DISPL integrated its solution into Adboard's network, including totems and larger screens. Totems had existing Intel processors and sensors, so they needed only software licenses; larger screens were enhanced with DISPL Kits Pro.
• Analytics Implementation: Sensors were used for traffic analysis, demographic profiling, promotion efficiency evaluation, and data sharing with advertisers to elevate ad placement value.

Results (Q2-Q3 2023)

• Optimized Screen Placement: Strategic placement of screens based on effectiveness was identified.
• Increased Ad Prices: Enhanced audience data empowered Adboard Media to demand higher ad rates.
• Efficient Content Management: Unified platform for content and audience data reduced operational times.
• Audience Analysis Insights: Analysis revealed demographic dominance in specific zones, aiding in targeted screen selection for promotions.
• Peak Traffic Insights: Time heatmaps identified key traffic times, informing premium ad placement periods and maintenance scheduling.
• Format Effectiveness: Individual screen statistics were analyzed to determine which formats resonated best with different audience groups.
• Revenue Growth: The project increased revenue through strategic ad placements and efficient management.

Reflections and future outlook

• DISPL’s Impact: This project exemplifies the power of integrating digital signage with advanced audience analytics for a more effective and profitable advertising strategy.
• Next Steps: Continuous refinement of content strategy and exploration of new locations for network expansion are potential future endeavors.