The Challenge
Appcelerate, a Madrid company that provides audience data for digital out-of-home advertising, needed measured audience figures for the digital screens in Madrid's large transport interchanges, figures the media owners selling those screens could use with advertisers.
The Solution
Since 2023, Ariadne has measured the passing audience around the screens in five interchanges: Moncloa, Plaza Elíptica, Plaza de Castilla, Avenida de América, and Príncipe Pío. Sensors are planned level by level on each interchange's floor plan, close to the screens, and the measurement runs without cameras.
The Impact
The screen owners at the five interchanges, Gran Pantalla and Clece OOH, work with measured audiences instead of estimates. Gran Pantalla uses the measurement to evaluate campaigns and optimize locations, and Clece OOH can see how the audience moves in front of its large-format digital screens.
