Laysa will measure audience of digital and static advertizing carriers

On August 17, 2018 the NPO Analitika company and advertizing operator out-of-home "Laysa" announced system implementation of measurability of advertizing stock and to transition to omnichannel communications in outdoor advertizing.

"One of the requirements which long ago were imminent at customers in outdoor advertizing is a transparency for the advertiser and complete measurability. The project on system implementation of measurability of advertizing stock and omnichannel communications – one of the major stages in development of our company which will allow to provide earlier unavailable services to our customers". Armen Gazaryan, CEO Laysa

Technology the project consists in providing all network of digital billboards of Laysa company and also a part of the static superwebsites, special sensors from NPO Analitika. Sensors in real time register all devices passing by the advertizing structures with the included wi-fi, and analyze the anonymized and aggregated information. The analytical platform allows to make transparent data on the advertizing structure which can be used both at media planning, and as post campaign. Using seamless integration of NPO Analitika about online advertizing platforms, it is also possible to construct an on-line portrait of that audience which had an opportunity to see a certain advertizing message. Thus, social and demographic characteristics and also affiniti-indexes on categories and the interests of the constructions selected from the media plan will be known to the advertiser before placement. In combination with other offline characteristics, such as categories of the visited shops visited by shopping center and others a system allows to bring media planning to higher level.

"Providing to advertisers an opportunity to target the advertizing message on the Internet on seeing the same most advertizing message in an outdoor advertizing, i.e. omnichannel communication, connects online and offline, and adds to the advertiser one more communication channel with the end consumer". Mikhail Mogilevsky, CEO of NPO Analitika

One of systems capabilities also is measurement of a physical dokhodimost from communication with the consumer in different channels for what in the advertized locations install sensors of NPO Analitika. These wi-fi-sensors register how many from seeing a certain advertizing message in outdoor advertizing then physically reached to the advertized location.

"Special interest for the advertiser using digital-stock of Lays represents an opportunity to calculate conversion from a scope and the frequency of contact with the advertizing message. In system implementation from NPO Analitika we see at least two advantages – first, Laysa becomes the operator measuring efficiency of a statics, and secondly, using this system we will be able to implement targeting in real time in outdoor advertizing for digital-stock". Veronika Bordunova, deputy CEO for marketing and sales, Laysa