AUCKLAND, Thursday: Phantom Billstickers has installed location-tracking technology that captures the wireless signals constantly emitted by mobile phones.
“If you want to know how many people are walking past a poster site, you could send a human with a clicker, or maybe install CCTV,” says Phantom’s Jamey Holloway. “But we think there’s a smarter way.
“It’s called Location Intelligence. Developed by Auckland company Digital Incite, it uses a real-time tracking technology that’s been adapted from retail analytics tools and applied to street posters.
“There are some tricky challenges involved in getting a smart sensor inside a weatherproof and electrical interference-proof case, with custom software that can gather, filter and transmit data to the cloud.
“In one week it picked up 302,964 drivers and 108,372 pedestrians.”
“But the results are in – and we think we’ve cracked it.”
The wireless detector was placed at Phantom’s 100 Ponsonby Rd site. Over one week last quarter it picked up 302,964 drivers passing by, and 108,372 pedestrians walking past the posters.
How does it know who’s a driver and who’s a walker? The sensor picks up signals at intervals that determine how fast a device is travelling.
While many drivers will notice street posters, the real gold for a marketer is pedestrians. As cities become more pedestrian-friendly, advertisers now have more chances to reach the audiences they want in upscale locations.
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