Wi-Fi Tracking - Advision

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Wi-Fi Tracking

Wi-Fi tracking for counting and confirming the number of audience contacts with Digital Out of Home advertising

Measuring the audience — it’s easy!

1 Count traffic
for profit

We implement RADARSEE Wi-Fi tracking technology from the Nexinsight analytics platform to measure traffic and verify the number of audience contacts with advertising both outdoors and indoors. Today, digital advertising requires precise real-time measurements. The financial value of advertising at any given moment is directly proportional to the number of viewers exposed to it. Therefore, knowing the actual number of ad views is essential for advertisers and DOOH media owners.

Accuracy of counting

Integration with ADS platforms

Approved by verifiers

2 Why is
this needed

Wi-Fi tracking for DOOH (Digital Out of Home) and retail is becoming one of the most accessible tools for accurately measuring the effectiveness of outdoor advertising. World-renowned media network operators have long been using Wi-Fi analytics, as it enables them to provide advertisers with transparent data and proof of justified pricing for placements.
The RADARSEE system is installed on advertising screens and within retail locations to collect anonymized data, while the Nexinsight algorithm processes the collected data to measure the actual reach of advertising campaigns and store visits without putting data privacy at risk.

It is important to note that in addition to outdoor advertising, Wi-Fi analytics is also effectively used in Retail Media, allowing brands to obtain valuable insights into customer behavior and create personalized campaigns. Retail footfall intensity, as well as pedestrian and vehicle traffic on streets, constantly changes depending on the season, time of day, day of the week, and ongoing events. Wi-Fi sensors record the number of advertising contacts in real time, enabling Nexinsight to analyze both overall traffic volume and audience quality. For advertisers, not only the number of impressions matters, but also reach, as these metrics reflect the true scale of an advertising campaign’s impact.

The use of Wi-Fi tracking in DOOH and retail gives advertisers the opportunity to better understand audience behavior, improve planning accuracy, and optimize budgets. The combination of digital screens, Wi-Fi analytics, and Retail Media tools opens a new level of transparency in AdTech, creating conditions for more effective and impactful advertising campaigns.

3 Key factors
for the algorithm

When creating this industry standard for evaluating campaign effectiveness, Nexinsight took into account advertising structure parameters, the quality of visual contact with advertisements, and location-specific characteristics. During the verification of the Nexinsight algorithm and the accuracy of Wi-Fi sensors, testing and independent measurements were conducted using mobile network operators and Computer Vision cameras. The exclusive provider of the Insight Tracker-service is the company Nexinsight.

DOOH inventory Format and size of the advertising structure are considered
Distance Distance from which the ad is visible is taken into account
Angle of rotation Configured using the sensor’s directional antenna
Road Coefficient considers the number of road lanes
Direction of movement Only audience moving towards the screen is counted
Garbage data The algorithm ignores constantly present MAC addresses
Speed Speed of moving vehicles is considered
Other indicators Contact us for more information

DOOH inventory Format and size of the advertising structure are considered
Distance Distance from which the ad is visible is taken into account
Angle of rotation Configured using the sensor’s directional antenna
Road Coefficient considers the number of road lanes
Direction of movement Only audience moving towards the screen is counted
Garbage data The algorithm ignores constantly present MAC addresses
Speed Speed of moving vehicles is considered
Other indicators Contact us for more information

Find out more

4 Collection and
processing of
anonymized data

A directional RADAR Wi-Fi sensor is installed indoors or on an outdoor advertising structure. During installation, the sensor is calibrated to collect data from smartphones with Wi-Fi enabled. Smartphones are detected from a certain distance in the specified direction.

1. Sensor installation

4 Collection and
processing of
anonymized data

Smartphones within the sensor’s coverage area passively transmit their MAC addresses (network module numbers) to the RADARSEE database. Data is collected without connecting the smartphones to the Wi-Fi network.

2. Smartphone tracking

4 Collection and
processing of
anonymized data

Data collected by the sensors is algorithmically processed by Nexinsight with attribution to each individual advertising structure and advertising campaign. Automated data processing enables real-time tracking of contacts with advertising messages.

3. Processing algorithms

4 Collection and
processing of
anonymized data

MAC addresses are uploaded and stored on the RADARSEE cloud server. Automatically or upon client request, the collected and analyzed data is exported from the cloud to the Nexinsight digital platform for the generation of analytical reports.

4. Analytics

4 Collection and
processing of
anonymized data

1. Sensor installation

2. Smartphone tracking

3. Processing algorithms

4. Analytics

Frequently Asked Questions

The project uses network equipment from world-leading companies such as Cisco and MikroTik. The equipment is certified and complies with all quality and safety standards.

Advision is an integration partner of the RADARSEE solution with CMS platforms installed on various digital indoor and outdoor advertising assets. For data collection, RADARSEE uses its own software solutions, which are algorithmically processed by the Nexinsight digital analytics platform. The collected data was compared with data from a monitoring company and with data provided by mobile network operators. Computer Vision technology using web cameras installed on DOOH advertising inventory was also used to compare the results. The conducted studies enabled a comparative analysis of the obtained results against other independent data sources.