Global Street Art Partners with Hypercell for Crowd Measurement Analysis
Global Street Art has today announced its partnership with audience-measurement technology provider, Hypercell. In an industry first, Global Street Art will utilise Hypercell technology to measure real-time footfall and dwell figures for out of home advertising locations.
Hypercell provides measurement services for any out-of-home location or physical space, detecting the crowd size present in any location, per minute, hour or day. The technology is extremely accurate, and is compliant with GDPR and World Out-Of-Home guidelines; offering a new and exciting level of data-led insight into out-of-home advertising.
Putting the technology to action, Global Street Art has positioned Hypercell monitors at some of its most popular mural locations across the UK to gather data on the average footfall and number of ‘dwellers’ in a given area when the wall is unpainted. ‘Dwellers’ are defined as people who stay in the area for between 2-30 seconds. Once mural painting begins, Hypercell technology will continue to measure how the number of ‘dwellers’ increases, showing how murals attract focussed and engaged audiences, from the start of painting and throughout the lifespan of the artwork.
Global Street Art is in a unique and enviable position as an outdoor media owner, quickly becoming the most data-driven mural company in existence and offering brands and agencies an all-encompassing insight into the reach, effectiveness and audience analysis of their mural campaigns.
Alongside the use of Hypercell for real-time audience measurement and dwelling figures, Global Street Art recently paired with ROUTE, the industry standard metric for the physical reach of murals. In an industry first, media planners can now access hand painted mural locations via ROUTE, with Global Street Art’s listed locations delivering over 10 million impacts per week.
Dr Lee Bofkin, CEO and co-founder, Global Street Art commented, “We’re really proud to announce this unique partnership with Hypercell. Real-time audience data, especially dwell time stats, validate what we have always believed at GSA; murals are one of the hardest working formats in out of home advertisement.”
Sami Vepsäläinen, chief operations officer, Hypercell said, "We are thrilled to start collaborating with Global Street Art, providing them with our real-time audience measurement service. Global Street Art is now able to provide advertising impressions and campaign reach at any location, under any circumstances and at any time of the day. Their clients will be able to understand the true impact of their campaigns unlike ever before, and our collaboration enables a true state-of-the-art service for outdoor advertising. We are excited to see how the physical advertising market keeps evolving, and working hand in hand with companies like Global Street Art helps us to stay on the top of the wave in developing new features for our clients."
