Lens, introducing the next evolution in DOOH (Digital Out Of Home) audience measurement.

Area of work

LENS is a relatively new company, yet that is no way reflected in their experience or scope. LENS is the first in the world to bring to life the ground breaking technology in the DOOH space. It brings a level of transparency around live data collection and reporting that is unparalleled. The software has filled a gap in the market in a unique way that boasts great success for the campaigns advertised. DOOH reporting has typically been a very untrustworthy means of collecting data. What LENS does to counter this is bring more transparency to real data, with an accuracy rate of 99%.

About the Project

Initially, our position with LENS was confined to testing. The question of whether this was even a possibility needed to be addressed before any further movements commenced. In the early stages, many questions arose such as; Can we set up number plate recognition cameras to better understand the size of our audience?; Can frequency be included in this?; What level of accuracy is possible?. Positive results quickly transpired, allowing for an analysis of real, live data that allowed the software to recognise a growing number of patterns. As our team worked on this project the potential for this software to be an extraordinary success became apparent very quickly.

What this has done is allow LENS to provide a more comprehensive picture of the audiences.

Solution

Creating this vision began with a cost effective MVP with live data to test and understand if it was possible. Next came building mechanisms to ensure reliability and scalability. Getting this correct from the starting block was very important to us. Once we ensured this had been completed, the real challenges arose. As this idea was the first of its kind worldwide, creating the technology behind it required a full scale analysis of the risks to avoid any discrepancies. By treating LENS as a start up and building the software from scratch meant all risks were mitigated. Throughout the process, decisiveness and adaptability were at the forefront of any development and were vital to its success.

As a given, anything that is the first of its kind will always come with challenges and hurdles. Initially the task of dealing with such a massive amount of data needed a solution. To date, we have seen tens of millions of data points gathered and stored allowing campaign insights to be quickly gathered and implemented into advertising. By caching blocks of data in a certain way meant we successfully found a way to call large quantities of data and create a campaign report for the client.

Results

The LENS project commenced in April 2021, during a Covid-19 lockdown in New Zealand. The success it has seen has been unfathomable. LENS runs all the campaign insights for LUMO Digitals billboards, who currently host over 40 large billboards in prime locations around the New Zealand. Moving forward we continue to work with LENS, continuously bettering the software. Based on the enormous success of LENS, you will soon be seeing international clients on a billboard near you.