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

Measuring the audience — it’s easy!

Consultation

1 Count traffic
for profit

We implement Wi-Fi analytics technology from RADARSEE to count traffic and confirm the number of audience contacts with advertising both outdoors and indoors. Today, digital advertising requires accurate real-time measurements. The financial value of advertising at any given moment is proportional to the number of viewers of that ad. Therefore, knowing the real number of ad views is essential for advertisers and DOOH media owners.

01
Accuracy of counting
02
Integration with ADS platforms
03
Verified by verifiers

2 Why is
this needed

Wi-Fi tracking for DOOH (Digital Out of Home) and retail is becoming one of the most affordable tools for accurately measuring the effectiveness of outdoor advertising. Globally recognized media network operators have long been using Wi-Fi analytics, as it allows them to provide advertisers with transparent data and proof of placement pricing. The RADARSEE system is installed on advertising screens and in retail outlets, collecting visitor statistics and helping measure the real reach of campaigns.

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Importantly, in addition to outdoor advertising, Wi-Fi analytics is effectively used with Retail Media, allowing brands to obtain valuable data about shopper behavior and create personalized campaigns. The intensity of retail visits, pedestrian and traffic flows on the streets constantly changes depending on the season, time of day, day of the week, and events. Wi-Fi sensors record the number of ad contacts in real time, enabling the analysis of both overall traffic and audience quality. For advertisers, what matters is not only the number of impressions but also the reach, since this data reflects the real impact of the campaign.

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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 and implementing this industry standard for evaluating campaign effectiveness, parameters of advertising structures, the quality of visual contact with ads, and location specifics are taken into account. During verification of the algorithm and Wi-Fi sensor accuracy, tests and independent measurements were conducted using mobile network providers and Computer Vision cameras.

  • 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
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  • 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.
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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.
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2. Smartphone tracking

4 Collection and
processing of
anonymized data

The data collected by the sensor is algorithmically processed and linked to each specific advertising structure and campaign. Automatic data processing allows tracking ad contacts in real time.
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3. Processing algorithms

4 Collection and
processing of
anonymized data

MAC addresses are uploaded and stored on a cloud server. Automatically or upon client request, the collected and analyzed data is exported from the cloud to programmatic platforms in the form of charts or diagrams for reporting.
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4. Analytics

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.
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1. Sensor installation

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.
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2. Smartphone tracking

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.
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3. Processing algorithms

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.
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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.

For data collection and processing, RADARSEE uses its own software solutions and algorithms, tested on both indoor and outdoor advertising structures. The obtained data was compared with monitoring company data and data from mobile operators. Additionally, Computer Vision with webcams installed on DOOH inventory was used for result comparison. These studies allowed us to determine a coefficient applied to align metrics with other independent sources. Advision is the exclusive partner for integrating this solution with various programmatic platforms and content management systems.

We do not supply equipment directly but receive it from our partner RADARSEE. Leave us your request and we will help you with the purchase and installation of Wi-Fi sensors.

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Monetize your audience you already have access to and don’t lose money!

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