Global media and entertainment company Outernet London has launched Piams, a pioneering audience measurement system that uses Virgin Media O2 and Meshh technology to track real-time visitor behavior in live entertainment environments.
The system uses anonymous mobile data and sensors located throughout the Outernet to update the number of visitors, the time people stay, and how they move around the space all every five minutes. This will provide venue operators, event organizers, and brands with accurate data on audience engagement rather than relying on estimates.
“We’ve been working hard to get started,” said Dan Patton, Director of Digital Publishing & Operations at Outernet. “For clients, it means smarter campaigns, clearer ROIs, and insights at levels that the industry has never seen before.”
This technology can distinguish between people who just go through and those who are really involved in the content. It helps you track peak times, measure the performance of different content, and optimize everything from staff to campaign planning.
Meshh CEO Caroline McGuckian called the results “really groundbreaking” after nine months of development and testing. With over 80 million visitors to the Outernet district per year, the system offers detailed insights that could change how the entertainment and events industry measures success.
Talon’s Emily Alcorn noted that combining spatial sensors and mobile data at this level is “very impressive” and represents a comprehensive approach to audience measurement.
Meshh is a global provider of enterprise-class location-based intelligence and interaction solutions for event institutions, organizers, venues and brands.
Source link
