News

Irish digital signage firm taking audience measurement and insights to retail SMB market

Galway, Ireland-based Instillo today announced it has created an audience measurement and marketing analysis solution called Instillo Audience designed to make it easy and affordable for even small local businesses to log, analyze and optimize how they communicate with their on-site customers.

August 31, 2015

Galway, Ireland-based Instillo today announced it has created an audience measurement and marketing analysis solution called Instillo Audience designed to make it easy and affordable for even small local businesses to log, analyze and optimize how they communicate with their on-site customers.

Instillo's Audience Analytics Platform anonymously tallies customer traffic in stores and other venues, generating metrics on everything from foot traffic and age and gender breakdowns, to how long people dwell in areas and how long they look at materials such as marketing displays, the company said. Instillo Audience even provides HTML5-driven reporting and charts on the emotional reaction customers have to marketing messages.

Instillo said Audience runs on low-cost Android media devices, and uses simple webcams – allowing retailers and other business operators to affordably make audience insights a standard part of their operations.

For example, the company said, a retailer using digital signage displays in its store to promote its products and services can use Instillo Audience to build an ongoing profile of the types of shoppers in its store and their general consumer behaviors and responses. A cloud-based portal provides managers with visual charting that shows how shopper profiles and responses shift even by time of day and location, allowing them to tweak and optimize messaging.

For instance, Instillo's Hourly Gender Variation Chart reflects the gender breakdown of total viewers on an hourly basis, the company said, which would allow marketers to analyze customer shopping behavior at different times of the day and schedule gender-specific messages and promotions to run at identified peak times.

"Understanding consumer behavior and gauging the effectiveness of marketing efforts have always been a challenge for retailers and their advertising and marketing agencies," Instillo founder Shankar Jayagopi said in the announcement. "We've developed a system that not only makes it affordable and scalable, but also very easy to use and understand."

"Instillo worked with data analysis experts, and its existing customers, to develop highly-visual, chart-driven metrics that anyone can understand at a glance," Jayagopi said in the announcement. "Every report comes with a definition of what the data represents, and the benefits of the data in each format. It gives users the insights and confidence to make timely, tangible changes that raises viewer engagement and makes a difference to bottom lines."

Instillo Audience is part of a suite of retail marketing solutions developed and delivered by the firm. Instillo said its core digital signage platform uses the Google-developed Android operating system and low-cost media playback devices to deliver a solution designed to be highly scalable, reliable and affordable.

Audience can be used concurrently with Instillo's digital signage platform, or run independently – with cameras mounted for measurement with, for example, merchandizing fixtures, mannequins or information displays and posters.