How to Measure the Success of HYPERVSN Installation

HYPERVSN holographic technology brings real tech magic into the world; those who see it in action say it’s truly innovative and the future of advertising. However, as the motto of this century is ‘in data we trust’, it’s necessary to provide your clients with relevant, concrete proof that this technology works for them. In this article, you’ll find out which solutions you can use to measure the success of your HYPERVSN installation.

We know how clients love data, we at HYPERVSN love data too and often encourage our partners and clients to measure theirs, so that they can analyze it and make smarter, data-driven decisions in the future. If you’re wondering what KPIs should be tracked to understand the results of your marketing campaign, please find all the useful info you need here.

While we enjoy having profound, eye-opening experiences working with our partners and clients, we often get asked which technologies can be used to measure the success of their installations, as clients are becoming more and more aware of how emotionally impactful and effective 3D marketing can be.

There are several ways to measure the relevant KPIs you want to track, from In-store Footfall to Sales Growth:

• QR-code
• AI technology
• Using existing data.

QR-codes

NS Stations

Annually, festive decorations are set up at numerous NS Stations – in this way they want to make traveling more pleasant for their passengers during the cold and gloomy winter days, increasing their engagement with them.

In 2019, the Rotterdam Central station celebrated its five-year anniversary, which is why they went the extra mile with its festive decorations that year. During the 2019 holiday season, the 35-unit holographic HYPERVSN Wall made an appearance at the station from Dec 16, 2019 to Jan 21, 2020. The projected visuals included not only festive winter and railway-themed scenes, but also a retrospective of how the station had been evolving in the past years.

To measure the audience results and decide whether to use HYPERVSN solutions in the future, NS Stations installed a tower with a QR-code next to the installation that contained the link to the survey for the passengers, developed and analysed by the Almere Market Research Advice company. Any passerby could take part in that survey by choosing the variant that worked for them – it contained several questions related to their experience (how they liked the installation), the impact of HYPERVSN at the station and many more.

Some of the results included:

• 98% of the respondents said they were amazed by what they saw
• 91.5% think the HYPERVSN Wall fits the station design well and makes it generally a more pleasant place
• 85% were attracted by HYPERVSN installation
• 87% stopped by and spent more time at the station as a result.

Overall, NS Stations were happy with the result, and there is already a plan to utilise HYPERVSN in other cities in the Netherlands, including Utrecht.

AI Technology

Smart Deets

Our partners collaborated with Smart Deets – a thriving Mexican startup, specialising in market research analysis and audience analytics, with real time AI Facial Detection tech and platform. With the help of little smartphone-sized devices that connect to a Wi-Fi or 3G mobile network, they’re able to gather and analyze all the data you need. They can also be connected remotely to security cameras (IP devices).

To get all the details on this technology, check out our interview with the CEO at Smart Deets

Our partner Parko carried out a promotional campaign for Volkswagen Mexico, who was looking for an innovative way to celebrate the 50-year brand anniversary of Volkswagen and Jetta GLI. Parko worked with Smart Deets to manage the audience analytics side of things.

Volkswagen decided to use HYPERVSN technology to increase their customer engagement, attract local media attention and track the audience reactions and demographics.

If we’re talking about the final results of this 1-month campaign, let us show you some data:

• 10,000 people stopped by this installation
• 90% of these viewers expressed happiness while looking at the holographic visuals
• 13.9 seconds people spent on average looking at the HYPERVSN solution

Not surprisingly Volkswagen Mexico was completely satisfied with the results, and is planning to use HYPERVSN technology for its next campaign.

Admobilize

Another company our partners often collaborate with is Admobilize – AdMobilize technologies help measure consumer interest in products/services. Algorithms use mathematical optimization methods to “confirm” a person is present and assign demographic & physical description attributes, and it’s important to point out that they focus on AI Face Detection, not Recognition. Small AI Sensors aggregate all the necessary metrics anonymously about people, vehicles, or objects for various applications; they can also be connected to Wi-Fi or cellular networks.

There are NDAs in place, therefore we can’t disclose the client names that relied on Admobilize to capture and analyze the results of the marketing campaigns. One of the campaigns we describe below was the implementation at one of the world’s largest fast-food restaurant chains. The goal was to improve customer engagement, track impression rate and gaze thru rate.

Some of the results of this two-week marketing campaign are the following:

• 27K impressions of the HYPERVSN holographic technology
• 43.72% of viewers looked through all the HYPERVSN animations.

This client was very pleased with our tech, and is already implementing our solutions in other fast food restaurant chains.

Using existing data

As we have mentioned, for a lot of big brands and retailers, data tracking is everything. This means that often they already have systems in place to track sales and foot traffic. This might seem obvious but the success of a campaign can be tracked using this existing data. An example of this is by tracking foot traffic of a store before a HYPERVSN installation, during the installation and after the installation. If Lead acquisition is the goal of your HYPERVSN campaign, using foot traffic might be the best way to track the success of a campaign. HYPERVSN literally stops people in their tracks and creates new shopper behaviour. People will enter a store because of a new, innovative installation like 3D content floating in the air.

An example of this is when our partner Publigrama installed 6 HYPERVSN Solo M devices at 5 points of Sale in Murcia, Madrid, Barcelona, ​​Vigo and Vitoria for Toys R Us over the Christmas period. Over a month there was a 23% increase in foot traffic at these stores.

Another thing to track and measure is sales. If the goal of HYPERVSN installation is to increase revenue, tracking overall sales could be used to show success of a brand awareness campaign. Again this might seem obvious, but if your HYPERVSN installation is being used to promote a particular product, tracking the sales increase of that product, or product category, can potentially be used to show huge success.

Danone was looking for an innovative solution to launch their new dairy product in Eastern Europe; our partner Hype Media carried out this promotional campaign and installed 4 HYPERVSN Solo devices across 3 Megamarket stores.

The results of this 3-month campaign are the following:

• 12% increase in sales of promoted products
• 10% sales uplift on the whole category.

A Note to Remember

The key thing to remember when it comes to measuring and collecting data, is understanding which metrics are the most relevant and useful to you. Getting a grip on what you’ll be measuring allows you to set up your measuring ‘gear’ more efficiently, giving you a stronger outcome.

Making sure you measure the metrics you’re interested in before your HYPERVSN installation goes live, as well as during the installation period, also gives you a much stronger view on just how effective your setup was. You need to be able to see real differences in the before & during HYPERVSN stages to see just how amazing our solutions are for your business!

We also know how important the Proof of Concept is, as brands want to know why they should choose HYPERVSN over other solutions, the results that they can expect and their return on investment before rolling out HYPERVSN as a long term or permanent solution. For this reason we have developed a highly convenient PoC template to help you organize the process for all parties involved: HYPERVSN, you, and your client, as well as track the results of the PoC.

We could talk until the cows come home about how magical and mesmerizing our HYPERVSN tech is and how it helps to improve KPIs, but the best way to understand it is to see it for yourself! Get in touch with your local HYPERVSN Regional Manager today to find out when and where you can do just that, and experience the future marketing today.