Case Study
Connected Buses:
Smarter Analytics for
Optimised Advertising
The Challenge
How do you plan and optimise advertising assets on moving buses in a bustling city?
Industry: Transportation
Measurable Results
90%
Accuracy over 2-month period
Track
Advertising campaign performance
Real-time
Bus tracking across locations
90%
Accuracy over 2-month period
Track
Advertising campaign performance
Real-time
Bus tracking across locations
The Project
With hundreds of thousands of daily commuters, buses in busy Hong Kong are a strategic resource for brands and advertisers hoping to reach a captive audience across the city. Our project tracked bus patterns for a leading outdoor media group, leveraging technology to evaluate media asset performance. But how do you plan campaigns and optimise assets for maximum impact?
Technology can help design and enhance outdoor advertising performance to maximise ad revenue while delivering targeted and memorable experiences for commuters.
What We Did
Tracking performance with Machine Learning camera, and advertising tags
Our solution deployed machine learning camera to track bus behaviour across the city. We also placed tags on advertising to help track the performance of an ongoing marketing campaign. An account on our Gaia cloud Platform provided real-time analytics and HD pictures. The combination of robust devices and timely data provided our client with the edge they needed to measure on their KPIs.
- Bus counting at stations
- Account on cloud-based platform with real-time analytics and HD pictures
- Real-time campaign performance tracking
The Impact
Smarter analytics for optimised advertising and operations
Tech solutions offer a rich data sourceto inform and improve media spends, while engaging customers en-route. Beyond commercial benefits, these solutions also allow operators to track and plan system improvements geared towards traveller needs, with the opportunity to apply data and insights to dynamically manage advertising, operating schedules and staffing.
- Consistent asset tracking
- Measure client KPIs
- Determine advertising exposure in real-time
- Identify new sources of revenue
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