Icon DOOH has run Adform campaigns on CPM in Istanbul, with the audience counted at every screen

The network

Icon DOOH has LED towers at 40 sites on the European and Anatolian sides of Istanbul. Each tower has screens on all 4 sides that run independently, so it can show 4 different creatives at once. Cameras are mounted on all 4 sides of each tower.

The challenge

Birlik Medya has worked in outdoor advertising since 1997 and entered digital out-of-home in 2022 with the Icon DOOH brand. Its LED towers stand at 40 sites in Istanbul. Icon DOOH sells its network in full and half network packages and also offers data-based digital buying with programmatic planning. To sell that way, it needs an audience count for every ad play and a connection to programmatic buyers.

The solution

CS Play runs the screens on all 40 towers. CS Play AIdiencer uses the cameras to count the people in each screen's viewing area while an ad plays, and the count becomes that ad play's OTS (opportunity to see). In CS EdgeInsights, Icon DOOH reports these OTS figures for its classic campaigns. CS Context is connected to Adform, and Icon DOOH has run Adform campaigns through it on a CPM basis, using the audience that AIdiencer counted. AIdiencer works fully in line with GDPR: only anonymous statistics are stored, and it cannot recognise or remember individual facial features, car number plates or similar details.

The results

Icon DOOH sells advertising on the same towers in two ways: in classic campaigns, with OTS for each one, and through Adform, where it has run CPM campaigns. In both cases the audience comes from the same AIdiencer count at the screens, and no personal data is kept.

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