The latest wave of digital signage has added new data analytics capabilities. It can determine how many people pass by the sign, how many people look at the sign, and for how long. In some cases, it can even tell us when a customer walks into the store. This presents two key opportunities.
First of all, the sensors on the screen can be used to conduct market research on the brand. If these signage are part of a next-generation transportation solution, they can operate not only in a fixed location, but also on the move. By using anonymized data, information that was traditionally only available through surveys, such as brands and popular colors, can now be gained real-time insights through sensors and cameras.
Second, media networks can provide buyers with better information about their target audience. Not only do they know who is passing by the signage, but they also know who is paying attention to different types of ads.
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