Data Sources
The performance of our system results particularly from the high quality of our data, which we obtain from various sources. Different sources are used for different screens depending on factors such as region and environment (airport gate, train station, roadside).
Data quality foundation
Our system's effectiveness is built on comprehensive data collection and analysis from multiple sources, tailored to each screen's specific context and requirements.
Source selection criteria
Data sources are selected based on:
Regional factors
- Geographic location and local data availability
- Regional data provider partnerships
- Local regulations and data access permissions
Environmental context
- Venue type (airport gate, train station, roadside)
- Audience behavior patterns specific to location type
- Infrastructure and measurement capabilities
Data source types
Our system utilizes various data sources to maintain accurate targeting and evaluation metrics.
Targeting data sources
This includes updating the targeting of screens and evaluation attributes:
Commercial databases
- Access to databases of commercial units and establishments
- Consolidated implementation of business directory information
- Point of Interest (POI) and Point of Sale (POS) categorization
Demographic data sources
- Statistical office data and demographic information
- Data from other demographic data providers
- Population and audience characteristic analysis
Evaluation data sources
For economic evaluation criteria, we classify screens into multiple levels based on data availability and sophistication.
Dynamic updating system
Our system dynamically adapts the update rate to the necessities, which saves unnecessary updates and thus leads to lower computing costs and computing resources (also for sustainability reasons).
Adaptive update frequency
High change environments: Higher update rates for rapidly changing conditions Stable environments: Lower update rates to conserve computational resources Sustainability focus: Resource optimization reduces environmental impact
Update triggers
The system monitors:
- Significant changes in audience patterns
- Environmental or contextual shifts
- Data source availability and quality changes
- Performance metric variations
Screen evaluation levels
We classify screens into several levels for economic evaluation criteria.
Level 1
The screen has a fixed and unchanging OTS (Opportunity to See) or reach per display. This results in the usual reach on average.
Level 2.0
The screen has a dynamically changing rate throughout the day according to a formula that does not change over the days.
Level 2.1
In addition to Level 2.0, this formula changes over different weekdays.
Level 3
The system could calculate the current reach based on time-series forecasts using historical measurements or verified estimates. Various data sources could be used in triangulated form to build the historical data foundation for forecasting.
Potential data sources for time-series modeling could include:
- Individual manual counts could be incorporated as historical reference points
- Public webcams could be automatically analyzed with person counting or person estimation to build historical patterns
- Satellite images could be used with person counting or object counting (such as cars) for historical data collection
- Data from mobile phone cell usage could be utilized for historical audience flow analysis
- Traffic data from transport companies could be integrated as historical baseline data
- Other similar data sources could be employed to enhance the historical dataset
Potential data providers could include:
- UP42, Airbus Defence and Space, Maxar, European Space Agency for satellite imagery analysis
- Google, Mapbox for geographic and traffic data integration
- OpenWeather for environmental data correlation
- Statistik Austria, Statistisches Bundesamt, Centraal Bureau voor de Statistiek for demographic data
- And many other specialized data providers depending on regional availability
Data source dependency
The actual amount of data sources depends on the position of the screen and the availability of relevant data for that specific location.