Neo Advertising introduces payment for real impact in its network of digital screens in shopping centers

The company specialized in digital signage Neo Advertising has introduced the CPMI (cost per thousand impacts referring to the real impact) in its circuit of digital screens in shopping centers, offering advertisers the possibility of paying only for the real impacts of their ads or continuing to contract their campaigns as before.

Neo Advertising, through its Neo Analytics service, has launched a new model for contracting advertising campaigns on its circuit of digital screens in shopping centers. This new model offers advertisers the possibility of paying only for the real impacts of their ads., or continue hiring your campaigns as before.

Ainhoa ​​Fernández-Checa, marketing director of Neo Advertising, has commented: “We have created the concept of CPMI with the idea of ​​getting closer to the CPM concept used in online advertising but trying to differentiate what is an impression from a real impact on your target audience in the Outdoor environment.. This is possible thanks to our audience measurement systems through which we can offer the brand the real audience of each campaign.. We believe that it is more transparent for agencies and advertisers to contract campaigns in which you only pay for your real audience., and we want them to be able to plan their campaigns this way”.

It is the first company in Spain that has facial recognition systems on its screens. These systems collect data from the public that has been impacted by a specific message or content and allows us to know the exposure time., age and gender.

Roi Iglesias, director general de Neo Advertising, has pointed: “Since May 2012 We are the first digital outdoor company that offers its audience data audited by OJD Interactiva. As it happens in the online world, We want to demonstrate the effectiveness and transparency of digital signage as far as the audience is concerned.. With our Neo Analytics service, advertisers can have reliable impact data, and pay only for actual delivery of the message. We do not intend to break with contracting and planning models, but it does help to evolve in the digital section that now contributes externally”.

Neo Advertising's network of shopping centers currently has more than 30 centers distributed throughout the Spanish geography. The screens in these centers have facial recognition systems that allow audience data to be collected in real time, ensuring consumer privacy. Real-time analytics also allows the advertiser to issue proactive messages., depending on the time slots or the audience in front of the screens.