LENS // Campaign Analytics and Reporting
See Your Audience in a New Light
Lens, a technology company specialising in number plate recognition software for digital OOH media owners.
Challenge: Lens needed a reliable partner to provide accurate audience insights for their digital billboard network. They required a solution that could capture data on passing vehicles, including number plate recognition, vehicle type, make, model, year of manufacture, and demographics, to help advertisers plan and measure the effectiveness of their DOOH campaigns.
Solution: Latch, a specialised OOH software agency, worked with Lens to deliver accurate audience insights for their digital billboard network. Latch used site-based cameras with specialised number plate recognition software to capture passing number plates in real-time. The software converted each plate into an alpha-numeric code, which allowed Latch to quantify visitor frequency and identify vehicle type, make, model, and year of manufacture for each plate it sees. In addition to this, Latch also ingested mobile data from devices that travel towards each billboard site, offering a simple demographic snapshot of audiences at each location.
Key Features: The powerful Lens dahsboard gives Lumo the ability to plan DOOH campaigns, prove post-campaign audience delivery, and offered greater transparency and accountability for media owners. The dashboard allowed for visualising cumulative and unique reach, visitor frequency, site-based demographics, and motor vehicle information including type, make, model, and age. Reports could be generated by single or any combination of sites. All data could be viewed, shared, and downloaded in a customisable format, from anywhere in the world.
Results: Latch’s solution provided Lens with an unprecedented level of accuracy in capturing passing number plates and other relevant data. With Latch’s help, Lens was able to provide advertisers with accurate audience insights to plan and measure the effectiveness of their DOOH campaigns. The combination of site-based cameras and mobile data helped Lens to quantify visitor frequency, vehicle type, make, model, year of manufacture, and demographics for each billboard location. Latch’s dashboard provided Lens with easy access to this data, allowing them to visualise audience reach and engagement for their digital billboard network. Overall, Latch helped Lens to deliver a more effective and accountable DOOH advertising solution for their clients.