Question 1

What is DOOH audience measurement?

Accepted Answer

It means measuring how many people actually see each digital out-of-home (DOOH) screen, instead of estimating it. In a shopping mall or a store, that means knowing how many people walked past each screen at every time of day, how long they stayed in front of it and how many later visited the advertised store. Brands investing in retail media no longer accept estimates: they want verified audiences. Flame measures it with video analytics on top of your camera network, using aggregated and anonymous data.

Question 2

Which retail media metrics does Flame measure for each screen?

Accepted Answer

The ones premium brands ask for, per campaign, screen and zone: real impressions (how many people were actually in front of each screen at every time of day), customer typology (gender and age band distribution, aggregated and anonymous), dwell time and attention (average time in front of the screen and percentage of effective attention) and drive-to-store (incremental visits to the advertised store amongst exposed vs non-exposed visitors). After every campaign you get a report ready to send to the advertiser, with the key results per screen and zone.

Question 3

How do I prove to a brand that its DOOH campaign drove store visits?

Accepted Answer

With drive-to-store measurement. Flame compares visits to the advertised store between people exposed to the screen and people who were not, isolating the incremental visits generated by the campaign. You can also compare traffic and conversion across pre- and post-campaign periods, by zone or by store. It closes the loop every advertiser asks for: not just how many people saw the ad, but how many walked in afterwards.

Question 4

How does it help me sell my screen inventory?

Accepted Answer

You move from selling screens to selling audiences. With an audited audience, your rate card stops relying on estimates and reflects the real value you deliver. Premium brands ask for real impressions, audience profile and drive-to-store; if your rate card can't deliver them, your inventory competes as filler. With that data per campaign, screen and zone you can justify the price of every screen and prove ROI to brands and agencies.

Question 5

Do I need new hardware or a different digital signage CMS?

Accepted Answer

Usually not. Flame runs on your existing IP camera network: its Hypersensor technology connects to the video streams via RTSP and is compatible with the main brands, such as Axis, Hikvision, Dahua, Bosch and Hanwha, although results depend on camera quality, placement and calibration. It doesn't replace your digital signage CMS or your DOOH platform either: it is an analytics layer independent of the hardware and the CMS that integrates with the systems you already use, and you can export the data via API to BI tools such as Power BI, Tableau or Looker.

Question 6

Is it GDPR compliant? Does it use facial recognition?

Accepted Answer

Yes, it is GDPR compliant and it does not use facial recognition. Flame does not use biometric data or identify anyone: it extracts analytical data from the video streams and discards the original images, and no video is stored outside your security system. What you get is aggregated, anonymous data that you can share with your advertisers without exposing any personal information.

DOOH Measurement

Benefits of measuring your DOOH

Raise your inventory price

Prove ROI to brands and agencies

Connect to DOOH and your CMS

No facial recognition · GDPR by design

From the CMS playlist to the real impression

The metrics you need to show

Real impression measurement

Customer typology

Dwell time and attention

Drive-to-store and lift

Campaign reports

Solutions for any Industry

Shopping malls

Retail

Supermarkets

Public venues

Hospitality

Banking

Transport & airports