Whoever pays for advertising wants to know what it achieved. With a poster that question mostly stays open. With the regiowerber screens a proof with measured numbers is created for every day. This article explains what is counted, how you read the numbers and which conclusions they allow.
You will not find a figure here for what a day brings. It depends on the location, the time of day and your sujet, and any general figure would be a claim. What you get is the measured number of your own campaign.
Reach: how often your ad was shown
At the screens a presence sensor counts anonymously whether someone moves in front of it. Reach comes from this: how often your ad was shown to someone who was really standing in front of the screen. The sensor only registers movement, and there is no camera.
The ads run one after another in rotation, each for at most 30 seconds, and your sujet comes round again and again in the course of a day. The proof lists this as “How often”: the number of actual impressions on the screen.
At a fixed location the same people often pass by, day after day. A message works there over time, because it is seen again and again. A single day is therefore only a snapshot, and the course over several days tells you more.
Interaction: QR code and touch
Whoever is interested in your offer scans the QR code on your sujet and takes it along to their phone. In the proof this is called “Take-aways”. It is the strongest signal of a real intention to act, and on public advertising screens it is the interaction that is counted.
On screens with touch every touch is added. In the portal these touches are called clicks, and they only occur on screens with touch. A sujet without a QR code can therefore collect no interaction on a public advertising screen, only reach.
How to read the proof
The proof is created automatically, per day and sujet. In the “Billing” tab you choose “per day” and see one row for every day and every sujet. “Screens” counts the devices of that day, “How often” the impressions, “Take-aways” the scanned QR codes. Under “per campaign” you see the screen days of the month per campaign. The guide Read the proof of delivery shows the view step by step.
The numbers are attributed to the campaign. If the same content runs in two campaigns, it counts for each one separately. Counting starts on the day you created the campaign, so a fresh campaign inherits no numbers from before.
What the numbers do not say
The counting is anonymous and knows no persons. At the screens there is no camera and no facial recognition, and the only things counted are whether someone moved in front of the screen and whether the screen was touched or the QR code was opened. Who passed by, how old someone was or whether the same person came twice is therefore in no proof.
Reach says that your ad was shown to someone standing in front of the screen. Whether that person looked closely at that moment is something no sensor measures. Nor does the proof show who later bought something in your shop. If you want to know that, give the QR code a target of its own, such as a page with an offer only for this campaign, and then see on your own website what came of it.
And the numbers do not set the price. What is billed is the day price of the chosen screens, per sujet and day. Reach and interaction show the effect and do not go into the price. How the price comes about is explained in the article What does advertising on screens cost?
How to get more out of a day
A sujet has to work in passing. A short message that can be read from a few metres away and a QR code with a clear target achieve more than a lot of text. A QR code that leads nowhere or to a different target than announced is rejected in the review.
Choose screens your audience actually passes, and set the time window to match your offer. Then compare the days in the proof: a screen where many people pass but nobody scans the QR code tells you something about your sujet. You can exchange it at any time, and the changed sujet then goes back into review.
How an effective sujet is built is shown in the guide to sujets. If you would like someone to make it for you, you can have your ad designed, with a QR code if you like.
Data protection is part of it
The measurement complies with the revised Swiss data protection act. You receive only anonymous, aggregated numbers per campaign, and nobody in front of the screen becomes a data point. That protects the people at the locations and gives you a proof you can show. The details are in the privacy policy, and an overview of the offer is on the advertising page.