Metrics at RZK Digital: Commitment to Transparency and Trust.

At RZK Digital, we believe that transparency and full accountability are essential to building trust with our clients and ensuring the success of their advertising campaigns. That’s why we developed the Full Metrics system, which offers a comprehensive and objective view of the results achieved in campaigns.

Furthermore, we understand that the audience is an extremely valuable currency in the field of advertising and marketing. Therefore, we measure our audience using multiple data sources, which gives greater statistical robustness to our indices. Get to know the various data sources used by RZK Digital:

Data from São Paulo’s Metro, related to passenger flow by day, hour, and terminal.

Two hundred screens from RZK Digital in São Paulo are located in bus terminals associated with São Paulo’s Metro stations. Therefore, we consult the passenger flow in these terminals to compare it with the data obtained through our various audience sensors.

Passenger flow from SP Trans, detailed by day, hour, and terminal.

Three hundred and forty screens from RZK in São Paulo are located in SP Trans terminals. Monthly, we compare the data obtained from our audience sensors with the statistics provided by SP Trans through their portal.

Passenger flow reported by bus terminal operators in the ABCD Paulista and in Recife.”

In addition to the sources mentioned above, we also utilize data provided by terminal operators in the ABCD Paulista and Recife areas, where approximately 154 screens from RZK Digital are located. This approach adds statistical robustness to our audience sensors.

Passenger flow obtained through computer vision sensors.

RZK Digital employs technology from the French company Quividi in all of its terminals, including shopping centers. This advanced technology, approved by GDPR in countries such as France, England, Italy, and Ireland, uses strategically positioned cameras to capture the movement of people near RZK Digital’s screens. Quividi’s software utilizes computer vision to tally the real-time flow of people, storing only this count and not the images themselves. We refer to this process as footfall measurement.

Passenger flow and dwell time in the terminals are measured using Wi-Fi probes.

Specially installed sensors capture the flow of mobile devices within the areas where RZK Digital screens are located. These sensors do not violate identity data but record the presence and duration of mobile phones every minute, both in urban terminals and shopping centers.

Omnichannel Approach

A sophisticated data science effort is responsible for organizing and transferring this data flow to our cloud servers. Codes developed by RZK Digital calculate audience levels and dwell time of individuals near the screens. These pieces of information are cross-referenced with the continuous stream of commercials displayed by RZK on its screens. Thus, we obtain real-time audience data for each commercial displayed on all screens at a given location, considering that RZK always airs the same commercial synchronized on all screens at that location.

This process results in our Full Metrics: Impressions, net audience, frequency of exposure, GRP (Gross Rating Point), cost per thousand impressions (CPM), and complete view. The latter metric indicates how many people had the opportunity to watch all commercials in a loop of 15 pieces in 2 minutes and 30 seconds.

Focus on Accountability

Our commitment to accountability is reflected in the Full Metrics, providing clients with accurate data to assess the performance of their campaigns. This empowers them to make informed decisions and optimize strategies to achieve exceptional results. We believe that in this way, we strengthen our relationships with the companies that trust in our work and contribute to the development of Digital Out of Home (DOOH).