FAQ

audience – research – analysis. The word ARA contains three key aspects: audience, research, and analysis. ARA is a real-time technology for systematically gathering, analyzing, and aggregating data from out-of-home spaces. ARA uses measurement devices (sensors) and artificial intelligence algorithms to analyze data relevant to audience size.

ARA analyzes data attributes that are relevant to audience size. These include people’s and objects’ (cars, trams, buses) movement paths, the number of objects, the time they appear in the sensor’s range, and—when it comes to people—their age and gender. ARA allows for the analysis of data from multiple measurement points and correlates them with data from other systems.

Visit www.ara.tech for information about the technology, its applications, capabilities, and research. We also welcome direct contact with us. We’ll be happy to tell you about ARA and howyou can apply it in your work.

In practice, ARA technology is implemented by installing sensors on a given medium or
advertising carrier. We work with a convenient subscription system, offering three different packages depending on how many media/sensors are involved. Check our offer at ara.tech/cennik or get in touch with us.

ARA is a technology that focuses on consumers. Thanks to it, we can provide marketers with insights into how their brands’ audiences behave in out-of-home spaces, supporting brands in planning activities and processes. ARA is used, for example, by owners of digital OOH networks to count how many people see their advertising spots, as well as by FMCG retail chains to analyze how consumers move around their stores.

ARA tells the story of consumers outside their homes, so wherever you want to learn more about how people move around out-of-home spaces, you can rely on audience numbers provided by ARA. Not only do digital OOH network providers and retail chains use ARA:

• advertisers
• media houses
• agencies and research companies
• tech firms.

When we talk about the audience, we’re talking about people who are potential and actual recipients of content—meaning DOOH screen broadcasts. ARA sensors detect pedestrian and vehicle movement, so we divide the audience into:
gross – all objects (all people and all vehicles) detected by ARA sensors
net – all the people within the gross audience who actually come into contact with the content. Contact with the content occurs when the screen remains in the viewer’s field of vision for a minimum of 2 seconds. The viewer’s field of vision is defined as a 90° arc, centered in the direction the viewer is moving.

It’s a convenient online tool for advertisers, a place where you can see how your DOOH campaign is performing. When you book a DOOH campaign in the audience-counting model, your DOOH provider will give you a link to the platform with your campaign data. With access to the ARA platform, you can view the campaign in real time, analyze predictions, make changes, and generate reports.

Blindsight is a term borrowed from medical science.

It describes a condition in which a person perceives a stimulus, recognizes its features, can verbally describe them, yet is convinced they see nothing. In ARA technology, blindsight means acquiring useful data without needing to record or store the actual image.

Yes, it’s completely safe. ARA uses devices that immediately anonymize data before passing it on for further analysis. This is possible thanks to blindsight. Original images are never recorded at any stage, and the data collection process ensures privacy, in compliance with GDPR regulations.