These sensors enable JCDecaux Lithuania to see exact flow of pedestrians, people in vehicles, and cyclists, as well as how it changes on a daily, weekly, or seasonal basis.
The traffic monitoring solution operates on a reliable technology. A wireless sensor and antenna are integrated into the digital outdoor panel. They record the people who walk across the digital screens, and more specifically their mobile devices, which transmit a wireless signal. Digital screens are visible from a distance of 70 meters, so the data is captured with an analog radius. After receiving the signal, all the data is anonimyzed in less than 2 seconds, and all information is displayed in real-time on a special online platform.
Additionally, the implementation of the solution considered whether or not the mobile device's wireless connection was turned off. As a result, a calibration was performed: to confirm the accuracy of the data, “AllUnite” representatives monitored traffic in the city in real-time at specified digital outdoor locations and later compared the data to that received from sensors. The average sample error was only approximately 6 percent, as devices that are in the measured radius throughout the day can also enter the calculated flow.
“JCDecaux Lithuania” was guided not just by the global experience of the company's colleagues, but also by the insights of local experts while installing the traffic monitoring solution. A technical committee of market professionals was convened, which consists of: Jaroslav Kokokin, Media Planning Manager, Telia Lietuva; Morkus Matkevičius, Head of Marketing Department, Lidl Lietuva; Rokas Babravičius, Head of Arena Media; Rolandas Ragaliauskas, Head of Media House; and Linas Šiautkulis, Head of BPN and Chairman of the Board of LiMA (Lithuanian Marketing Association) . Their insights and guidance have aided the market in providing a well-thought-out solution.
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