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Digital Signage Expert Daniel Parisien on the Impact of Attention Analytics on DOOH

30 Aug 2017

We welcome Daniel Parisien, Chief Strategy Officer at Quividi—the global leader in Digital Out of Home (DOOH) and Audience and Attention Analytics.

As a digital signage industry veteran, Daniel oversees Quividi’s strategy and business development globally. He also contributes to Quividi’s product development, marketing and sales, as well as acts as the chief evangelist for the organization.

In his interview, Daniel tells us about the impact of smart digital signage and attention analytics on DOOH.

What is the current state of the smart signage and attention analytics approach?

In the last decade, the return on investment for signage and analytics has been unclear and difficult to calculate.

Today, there is much less guesswork and some vendors such as Quividi have emerged as the leaders in their categories. They’ve also become a safe long-term bet for companies wishing to modernize their communications with smart signage and analytics.

As we look towards the next decade of innovation, some fundamental properties of these next generation systems are now clear. They need to be:

  • Real-time, reactive to the customer
  • Powered by accurate insights, such as attention
  • Based on global technology standards

The switch we are undergoing right now is a shift from a focus on technology components to a focus on the digital experiences these components enable.

What improvements have been made over the last few years?

There have been many improvements, but a few stand out as major determinants of the current state of smart signage:

  • The most important is the emergence of HTML5 as the standard content format with its dynamic and interactive capabilities and its immense developer base.
  • Another has been the continued lowering of overall costs for the technology components used in a deployment. This elevates smart signage and analytics from a big project for flagship locations to an easy-to-deploy project in every location.
  • Finally, innovations such as Quividi’s VidiStudio, which permits non-developers to design engaging interactive experiences based on real-time data feeds, are putting in mass personalization capabilities. What was seen as futuristic not so long ago is now in the hands of customers today.

What kinks still need to be straightened out?

At a macro level, the kinks remain in the domain of the sharing and promotion of best practices and working “design wins”, i.e. combinations of components that work seamlessly together.

Deploying smart signage powered by analytics and interactivity is still a science project, which requires significant technical abilities to work through its complex architecture.

What do you think are the more interesting insights you can pull out with this technology?

The key insight this technology presents is what works versus what doesn’t. If content is good, it gets more attention than content that is not.

Instead of designing communications based on a hunch, they can now be evolved iteratively based on accurate analytics, which ultimately leads to higher customer satisfaction.

Additionally, you can determine what type of individuals (sex and age) are interacting with your content and how it affects their mood, which fuels the iterative creative process.

Is the DOOH industry adopting it as much, or as quickly, as it should be?

The DOOH industry is turning the corner from simply replacing classic OOH billboards with digital OOH screens to fit more advertisers in the same physical space. Now, it is maturing into a digital medium in its own right with capabilities above and beyond its digital media cousins such as mobile, social and online video.

Many are investing first in mobile convergence because it does not necessarily require an investment in local technological infrastructure. But inevitably the DOOH of the future will be powered by local smart sensors such as cameras and technology platforms like Quividi, which make these sensors’ data actionable.

How could this technology shape the DOOH industry?

It will shape it at three levels:

  1. On the first level, classic out-of-home has had an effectiveness measurement problem for as long as it has been around. With Quividi, out of home not only gets accurate, always-on digital measurement compatible with other digital advertising formats, but it also gets second-by-second attention and mood analytics to analyze creative performance.
  2. On the second level, DOOH creative can be made real-time reactive to the audience, which enables new types of interactive user experiences. The likes of which we have not even envisioned yet.
  3. Finally, on the third level, as the consumer fights back against digital spying and privacy issues, Quividi offers a strict privacy baseline on which the out of home industry can base itself. This preemptively solves a problem that it has not historically had to deal with.

What do you see being possible with smart signage and attention analytics in the future?

The future is bright! The good news is that an investment in smart signage and attention analytics today is future safe for all sorts of innovation.

We see the most important area of innovation to be real-time reactivity and natural device-free crowd interactivity—where many new types of local digital experiences have yet to be discovered. Such content experiences will evolve much faster than content in the past because they are fueled by accurate insights into what works and what doesn’t.

Where should someone who is interested in attention analytics go for more information?

Our website is designed not just to be a sales resource on our products and services, but also to provide additional insights on the best of what is out there in our field.

We also offer a number of case studies that demonstrate our expertise and a YouTube page, which hosts our thought leadership video series called DOOH Decoded.

This interview has been edited.

We want to thank Daniel for taking the time to share his wisdom with us. If you want to hear more from Daniel you can follow him on Twitter.