Global network promises “best audience data yet”
A new digital out-of-home network launching today in locations around the world is claimed to offer more detailed audience profiling than any other medium, even online.
The Digital Screen Pre-Qualified Viewer Promotional Broadcasting Network – DSPQVPBN for short – from U.S. firm Wait Time Media draws on technology spun off from 3D TV development.
When viewers first pass its screens, they appear to display a solid, eye-catching bright pink colour. But a notice affixed to the back of each screen – where it is protected from vandalism and adverse weather conditions – invites them to send an SMS message to a longcode address, similar to the more familiar shortcode but using 256 characters rather than five.
“Shortcodes are simply too short to act as a meaningful guarantee of consumer interest,” Rajar Ipsosmori, CEO of Wait Time Media, told SCREENS.tv.
“Requiring the individual to input a longcode – which will result in their cellphone being disconnected if it is incorrectly typed – demonstrates to our advertisers that this consumer is profoundly committed to receiving their message and already very amenable to doing business.”
Once the code has been successfully entered, the consumer receives a Web address by return SMS message. On this Website they can enter particulars such as their name, home address, telephone number, banking details, car registration, and preferred brands.
They will then – within 30 days – receive in the mail a special pair of glasses which filters out the solid pink from the on-screen image and allows them to view the advertising video playing behind.
“It’s a win-win,” said Ipsosmori. “The advertiser gets to know everything about the consumer before they even view the ad – right down to what they had for breakfast, which is really interesting if you’re trying to sell them breakfast, though less relevant to restaurants that specialise in lunch, unless of course they offer the kind of lunch products that you might also eat for breakfast, bagels for example, or omelettes – where was I?
“Oh yes. And the consumer wins because they get to see the ad which none of their friends can see, which is kind of cool, at least if they still care and can remember where the screen was located.”
Wait Time Media is already garnering “substantial” advertiser interest from banks, utility companies, government agencies and others whose business model involves asking for large quantities of apparently irrelevant information over and over again, said Ipsosmori.
The screens are sited in medium-to-average-footfall areas such as graveyards, reptile shops, and lighthouses.
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