This article was originally published on Box blog.
It’s easy to get analytics from videos that are posted online.
However, until today, there was never an easy way to get analytics reporting from an in-store video.
Imagine if you could get actionable data on who watched your video while shopping in your store.
We’re talking about who watched the video, for how long, along with the gender and age of the people watching your video. All of these data points delivered to you, in real time, without collecting any information from the customer.
This is a question I know many decision makers in retail have asked themselves again and again: how can I measure my ad engagement in a way that is meaningful and actionable? Am I showing shoppers what they are looking for? Am I effectively communicating with my customers as they stroll around from one aisle to another, looking for products or inspiration?
What if there was a simple way to get an answer to these questions in real time?
This is why we built the In-Store AdTracker prototype.
To the average consumer, it’s a video that they watch as they shop at their favorite store. To the retailer, it’s powerful information that helps you make better decisions in a way that you couldn’t before.
Here’s how it works.
In-Store AdTracker – A Powerful, Simple Tool to Measure Ad Engagement
We built a simple proof of concept using Google Mobile Vision API. Basically, we created a tracker software that can be installed on any Android device featuring a built-in camera. Smart TVs, monitors, all-in-one computers, tablets, phablets – you name it.
Our proof of concept is simple. You install the In-Store AdTracker on any compatible device and then you play any video in a fullscreen mode on it. Then the AdTracker does what is supposed to do: it measures the level of engagement people have with the ad.
The tracker reports on the average time spent by a user with an ad; it tracks whether people smile while watching the ad, as well as the demographics of the people watching the ad – like age bracket or gender.
Here’s a video of how this works.
Let’s go through a specific example and see what type of information you could automatically have access to.
Let’s say you’re a store that sells celebrity merchandise. T-shirts, mugs, posters, original autographs, etc. In this business, as you know, stars rise and fall overnight. Hit songs dictate who is in the spotlight and what people are talking about at any given time. Of course, you can always look at Billboard 100 and figure out who is at the top, but the question remains: in your city, among your customers, who is the most popular star? What type of merchandise should you stock for?
Our AdTracker can give you this answer without you lifting a finger.
Let’s suppose that the top five songs on Billboard 100 this week are the following:
- Rihanna – Needed Me
- Ariana Grande – Into You
- Adele – Hello
- Taylor Swift – Blank Space
- Sia – Cheap Thrills
If you want to only stock merchandise for two of these five stars and get the biggest bang for the buck, how would you do it?
Let’s say you will play each of these videos in your store on the same screen on a loop and you want to see how engaged your in-store shoppers are.
The AdTracker can aggregate the number of people who watched each video
The type of report you could get in your inbox looks something like this:
If you looked at this graph based on the number of people who watched the videos in the last hour, you could conclude that Sia and Taylor Swift are probably the best stars you should get merchandise for.
But if you wanted to know a little more about the people who stopped and watched the videos, you can get that, too. Are they males or females?
The gender of the people watching an ad
In this example, you can see that more males than females stopped and watched the videos. So make sure you stock your inventory appropriately!
As we all know, the age of a consumer impacts what they buy, the price tag they’re able to afford, and how often they return to a retail store. Which brings us to the next question you may have…
The age brackets of users watching an ad
Not surprisingly for a celebrity merchandise store, in this example, we see that the most engaged users were within the 16-20 bracket. They also have the lowest budget across all age brackets. So you better stock up on lower-end-priced merchandise!
A big indication of user engagement is the time they spend interacting with a digital product, whether that’s a site, a video, or an ad. And this brings us to the next thing we can automatically determine with our AdTracker…
The average time a user spends watching an ad
How cool is this? Now you know that the largest number of people watch Cheap Thrills and Blank Space and that the same users spend the largest amount of time on these videos. That is a recipe for success: number of people + engagement level.
Lastly, you may be interested in learning at what time of day people are most engaged with your in-store videos. That allows you to prioritize what videos are broadcast when and whether you want to run any time-sensitive promotions.
The AdTracker can capture that information as well!
Hourly views breakdown
By now, you’ve seen what this simple AdTracker is capable of. In summary, it can track any of the following:
- How many people are watching your ads
- The gender of the people watching your ads
- Age brackets
- Level of engagement by time spent on ad
- Hourly views breakdown
But if you’re not in the celebrity merchandise business, you may still be a little skeptical, wondering how this can benefit your business.
How can retail companies leverage the AdTracker?
Traditionally, the primary markets for video ads are TV and online sites where users must watch the ads before interacting with the content on the page.
But these are not the only places where video ads can be consumed. In fact, various companies small and big have found alternative channels and social contexts in which ads are being served, like:
- Inside a store
- Airport lounges
- Waiting room for doctor’s appointments
- While waiting in line at a store or food chain
- Some bars have even installed monitors above urinals
No matter what situation customers may find themselves in, quite often there is “dead time” when distractions of any kind – including video ads – are more than welcome.
With the AdTracker, marketers can begin leveraging video ads and start collecting critical data about who watches these ads, for how long, and how the audience reacts to these video ads.
No more walking in the dark.
No more guessing.
No more uncertainty.
With the In-Store AdTracker, marketers can tell for sure if their efforts are working or not. You can easily determine how effective your strategies are and if your customers like what you are showing them.
And the coolest part? With our in-store AdTracker, all data is updated in real time and available to you on your phone, laptop or desktop.
Do you want to learn about the AdTracker and how you can use it for your business? Contact us today!