Kobi Wu, creator and CEO of VisuWall, discusses the tech enabling marketers to track impressions in the real life
Kobi Wu founded VisuWall to bring data-collecting sensing unit innovation to street-level ads. The business works with landlords to match vacant shops with brand name projects, whose images is then outfitted with a small sensing unit that counts foot traffic and figures out when and where people are looking. Kobi, who recently won the $10,000 Hillman pitch competition at< a href =https://www.blackwomentalktech.com/conference/ target=_ blank > Black Ladies Talk Tech, sat down with PSFK to talk about the expansion of tools that track consumer behavior in physical spaces and the importance of approaching outdoor advertising thoughtfully.PSFK: To start, can you tell us about VisuWall– the technology, the sensing unit, how it works?Kobi: Basically, I take exactly what’s existing
. I’ll take an uninhabited store window, and after that I’ll put in 2 forms of technology. One’s easy: it’s
a computer vision sensing unit, which is like an electronic camera that sits in the window and deals with the street so it can count people.It counts individuals, it counts the peak hours of the day, for how long it takes people to walk by. It’s not tape-recording. It’s not recording faces– that’s an enormous personal privacy issue. It’s actually a digital line on the screen. We develop some metrics and associates that aid determine that it’s a vertical thing instead of an animal to make sure that we’re counting people.We don’t necessarily wish to count kids. We wish to count, possibly, young people. It’s around this vertical image that strolls by, so we count that.
We can also count vehicles. It’s a various application to the very same innovation, however the majority of the time, I’m counting individuals walking by.The other kind of tech is a beacon. We just put a beacon in the window, which is a very simple radio transmitter. It counts the standard captures of mobile phones.
It counts the number of mobile phones are in the location and permits us to send out a message to these phones if they have certain apps on their phones.Say, for example– Nike’s a best example– that someone has the SNKRS app on their phone. Nike’s group decided to incorporate with our SDK. They might discharge a beacon or a message to someone’s phone that says,” Hey, you are close to that Easter
egg” that they always aim to produce in their projects to drive people into the shop or onto the app.A VisuWall window setup for Apple Music in Williamsburg, Brooklyn.Those are the two kinds of tech. That’s all with this concept of affecting individuals along their journey in specific areas in cities. Taking uninhabited locations like that one across the street and putting some beacons and our sensors in there to inform people what’s up with
that project because window.Is your background in tech and hardware, or is it more in innovativeadvertising?Advertising, and experiential at that– driving consumers and producing experiences. The last job I had was working with Sean Combs, doing method for his brand names, that included Cîroc, DeLeon, Revolt and Sean John. I created experiences to assist optimize what those brands need to do together, exactly what they must do incrementally, etc.Before that, I was operating in
the firm space–
Cornerstone being one of my favorite locations to ever work as a shop creative. I have actually constantly had this family tree with music and home entertainment. It was the intersection of music and entertainment– sports, even– and brands.It was just enjoyable to do stuff. When I understood that there were all these storefront vacancies I believed,” Damn. What can we do to make that much better?
“Advertising is the most convenient method in. Of’re deciding in, they really like it. However if they purchased something on a website, then all of a sudden they get hit with ads for it, that seeks the fact.The experiential is what truly links, so I’m simply taking the experiential to the streets. Not making it a two-hour event– it’s an everyday thing.
It’s also an experience that brand names have to understand. They truly have to want to link with people that way. Some are more latent and wish to do things digitally, which is elastic. You get traffic. I get that.The next step for me is AR. You hold your phone approximately a window and all of a sudden, the content appears on your phone, in a 3D image or some distinct thing so you resemble,”Exactly what simply taken place? That’s amazing. “That’s the sort of things that counts.Visual tracking and analytics are things we’re following, specifically for retail. It’s what your innovation gives an otherwise physical ad that you wouldn’t usually get feedback from– other than on social networks, possibly, in more of an anecdotal way.True. The other thing that’s constantly evasive with marketing is attribution. You never understand exactly what advertisement precisely made them purchase that item. Was it a signboard, was it the business, was it the digital advertisement? You can’t measure it. What people do understand is that outdoor marketing does make a distinction. We all
understand it’s cool. If you see something that’s actually different, you go,”That’s actually dope.”What we can do now is really inform you that, due to the fact that people crossed Lafayette and Houston and they saw our window or they remained in the area
of our window, we delivered 30,000 units to the following company and, of those 30,000, users who touched through and engaged with that company.Then, having the ability to say that crossway– instead of us simply thinking some public information that stated maybe there are 123,204 people that walk through an intersection every day– our sensors can inform you the number of people in fact strolled in front of that window and, not for absolutely nothing, how numerous eyeballs took a look at the window.It makes a distinction. Brands would like to know the number of people I really captured. Even if I put a billboard up on Lafayette and Houston, yes, all of us understand that it’s a terrific area, but how numerous people actually looked at it today?A VisuWall campaign for Apple Music in Shoreditch, London.If a brand name comes to you and desires to do a project, how do you recommend them about where they need to put their posters?It takes a little bit of effort on the brand’s part, too. We like to sit with them and comprehend the brand name goals.Say, for circumstances, it’s a beverage business but they wish to talk with music fans, or they wish to speak with sports fans. It’s not speaking to mamas who are going to enter the grocery store and purchase the soda, it
‘s speaking with individuals who will discuss it. Provide a sense of: Are you attempting to get awareness, or are you attempting to get individuals to buy the soda?And in exactly what form? Did you want the can, or did you want the bottle? Are you revealing something new? Truly aiming to understand what those
objectives are, and then we help them with simple messaging, which enters
the window. We can assist them with the imaginative– exactly what’s in the window and on the phone. Exactly what the message should be; what’s the call to
action? Is it,”Go in a store. Purchase now. See now”? We give them those finest practices, and it’s quite basic fromthere.What are the design requires for incorporating the sensor into the ad?When I say that we have ‘wise signboards ‘or’clever windows,’ the majority of people assume that I’m talking about a digital display screen. Sure, we can use digital screens, but generally what we are looking at is a window, and every piece of architecture is slightly different.We have the measurements of all our windows, and we provide it to the innovative, or the creative people can give us their art work, and we simply cut. Actually get vinyl prints that stay with the window and put that artwork in so it becomes a signboard, a fixed image.We might do digital displays, like I said, but it’s a fixed image initially, then we examine the positioning of the camera based upon that structure. If it’s on a corner, we’re going to put two sensors in, so we have lines of traffic on both sides of the building.Then we wish to make sure we capture the eyeballs. The sensor needs to be at a specific height. It needs to make certain that we’re catching a certain depth of the walkway. If we do desire the street, do we desire the opposite of the street as well?We make those evaluations, however it’s no infringement on the client. We do all that ourselves, so it’s simple for them simply to state, “We wish to know how numerous people walk by,”and”We desire mobile
distance tech included.”The sensor is the size of the cam on your phone. It’s really small, and it’s a high-def camera, so it catches the best information. Even poles can appear like individuals to a computer, so it’s wise because way, where it discerns
a moving image.I feel like there’s a benefit to simply having a lovely, analog, static image. People don’t wish to be attacked by video screens on every corner of the city.It’s fantastic and crazy, all at the same time. It’s excessive, however digital display screens, for us, are something to take a look at.
I think the next model of our design is to take a look at an easy digital screen that allows me to have several brands in the same placement.This is now when my personal viewpoint starts, but I always believe it’s much better if a brand name has a chance to make that impression themselves. Own
that space for four weeks, eight weeks, and after that alter it up later. Some locations do lend themselves well to an altering ad situation, like at a bus stop or at a film theater. If you were affecting a lovely community like SoHo, where there’s a mix of services and residents and travelers, you just want something terrific all the time, not flashing all the time.What’s on the horizon for VisuWall?I’m hoping that 2018 is huge for us, and for us, huge methods consistent presence
utilizing our windows and tech, because the information– the details that we’re catching around traffic– is the kahuna of the business.It’s not constantly where streetlights are. It’s not constantly where people think
that they would like to know the data. Oddly, when I’m speaking with the city, they do not constantly know exactly what they would like to know. As we grow, we’ll start to find out more and maybe start to impact clever cities with the details that we’re recording.
I’m fired up about that.There are a couple of case studies on the horizon. College campuses are another significant objective for us– taking a look at that as sort of a small city in itself. Talking to the service improvement districts in every major city. So, in New york city, talking with the SoHo business improvement district, Flatiron, Harlem, and actually getting sign-off to have city legislature support exactly what we do.That’s essential, due to the fact that it doesn’t work if we do not have actually the city lined up with us as we go. A great deal of times I think companies simply do; specifically business owners who simply get things done and forget to inspect and see,”Is this all right? Hey,exactly what do you believe if I have marketing all throughout your neighborhood?”But we place it like: “You’re going to have data, you’re going to have actually increased profits and open up economic avenues that didn’t exist. “The cities are usually pretty
responsive to that. Every neighborhood needs that. So how can we do it least intrusively?VisuWall Lead Image: Yonghyun Lee | Unsplash