In a news release, VSBLTY Groupe Technologies Corp. (VSBY:CSE; VSBGF:OTC; 5VS:FSE) announced that with IMG, a sports events and media firm, it conducted a study that amassed and analyzed operational and marketing data related to the 2020 Rose Bowl Game in California.
"Traffic count and other venue data collected, when combined with machine learning, can help improve operational efficiencies and venue logistics," Jay Hutton said in the release. He is co-founder and CEO of VSBLTY Groupe.
"Facts about fans, their habits and actions, in addition to demographic and psychographic information, will help plan audience activities as well as serve as a tool to validate the value of on-site advertising impressions to sponsors," Hutton added. Further, the data will assist venue operators in making decisions about required staff and what experiences to offer guests.
To determine the results, VSBLTY and IMG used machine learning and artificial intelligence to analyze data obtained through high-tech video cameras capturing images of activity at displayed videos. To collect the data, the video signs and cameras were placed on the way to and in front of the stadium from pre- through post-bowl events that 90,000 fans attended.
The VSBLTY technology counted individual fans, recorded age, gender, what they watched on screen and for how long, number of impressions (30,000) and percentage of views per impression.
Findings included the ratio of male to female attendees, which will help venue operators plan their gender-oriented messaging and how much of each to use.
The study also showed who watched what commercial messages and for how long as well as what type of content attracted and held interest. For instance, younger fans watched double the number of videos than those aged 40 and up did, and they did so for longer durations. Women spent 50% more time watching the video messages than men did.
Also, the length of time participants spent watching the commercial and sports content decreased as the day went on. Thus, it may be optimal to display different content in the pre- and post-game periods. Other study conclusions are that segmenting messages by length could improve viewership and short messages should be placed near venue entrances while longer ones should be put in places people hang around.
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