AUCKLAND, Friday: Phantom Billstickers has released more details about the privacy protections built into the technology it uses to track the cellphones of people exposed to street posters.
On its test panels at 100 Ponsonby Rd, Phantom uses real-time sensors adapted from retail analytics. “It’s a brilliant tool that’s highly relevant to media planners and everyone else who wants posters to be more accountable,” says marketing manager Ben Stonyer.
The company plans to roll out more of these installations around the country over the next few months.
“The smart sensors pick up wireless signals from phones and assign unique identifiers, so we can see how long an individual lingers and spot any repeat visitors,” Stonyer said.
“But this data is not, repeat not, tied to a real person’s identity, and it’s certainly not sold to anyone else to go into some data aggregation and tracking machine. We would never do that.
“Wireless was chosen as it’s always on, and just about everyone carries a wi-fi enabled smartphone these days. Our partners at Digital Incite had their work cut out creating robust, self-contained sensors with software to filter out the random wireless noise from the Internet of Things.
“This data is not, repeat not, tied to a real person’s identity, and it’s certainly not sold to anyone else. We would never do that.”
“The sensors can also distinguish between a device in a car driving past and one in the pocket of a pedestrian walking past the poster. The result is location-specific data you can plug into your media planning assumptions.
“Poster views peaked, as we expected, around lunchtime, with another spike between 4pm and 6pm. But there were still thousands of people recorded walking past Phantom Billstickers’ posters between midnight and 1am.
“OK, it’s a prime Ponsonby site, but we still think that’s impressive. It also justifies our decision to roll out lighting at our poster sites around the country, so your creative stays visible 24/7.
“This wasn’t part of the test but we think it matters: Great creative captures more eyeballs.
“It’s rewarding to have hard data on people walking past street posters, but it’s even better when they stop and read every word, or do a double take.”
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