VSBLTY is hoping to improve the customer experience at large events. To that end, the company used cameras and video displays to carry out audience research during the Rose Bowl Game between Oregon and Wisconsin, which was played on January 1 in Pasadena, California.
The research was conducted in collaboration with IMG. The two companies are hoping that the results will highlight logistical shortcomings and help venue operators to deploy their staff more efficiently.
The setup included four cameras deployed at different “Fan Fest” locations outside the stadium before and after the game, as well as two FESCO units that displayed various player videos and advertisements. The VSBLTY cameras counted each individual fan, and tracked their engagement with the content displayed on the screen to determine what videos each person watched and how long they spent watching them.
VSBLTY also documented the age and gender of each individual, and determined that those under 40 watched twice as many videos as older fans. Women were also more likely to dwell in front of the screen.
“Traffic count and other venue data can help improve operational efficiencies and venue logistics,” said VSBLTY Co-Founder and CEO Jay Hutton. “Facts about fans will help plan audience activities as well as serve as a tool to validate the value of on-site advertising impressions to sponsors.”
VSBLTY believes that venue operators can use its findings to tailor messages to specific audiences. The research showed that fans were more likely to watch advertisements when they were paired with player and legacy videos, and that people spent less time watching videos as the day progressed. The company generated 30,000 impressions over the course of the event, while the Rose Bowl itself drew more than 90,000 fans.
According to VSBLTY, its system can provide large venues with better demographic information. The company has offered similar services to the retail industry, and recently formed partnerships with UST Global and Sensormatic Solutions in an effort to expand its clientele.
June 2, 2020 – by Eric Weiss