The basic requirement that out-of-home advertising must meet is that the message is visible to people. Visible means placed in such a location in space where people can notice it without interference, and then decode and read it. If they find it relevant for some reason (needed, useful, interesting, entertaining, etc.), they will remember it more easily, and may even take action as a result.

Content visibility on the medium is fundamental, both for offline outdoor advertising, classic traditional billboards, and for Digital OOH screens. Advertising that no one sees makes no sense. We're not reinventing the wheel here. The world is changing, advertising is changing. Previously unavailable solutions, new technologies, and new uses of already known technologies are emerging.

DOOH Spot Audience Counted Naturally

The time has come when DOOH advertising is not only visible, but also measurable and countable.
Thanks to technology, we know how many people could have seen each specific spot aired on Jet Line screens. We know whether they were women or men, we know whether there were people with dogs or bicycles among the audience. We also know how many people passed near the screen, even if they didn't have a chance to look at the ad (and we don't count those people in the net audience!).

We know all this because we count.

An interesting question arises here. What do you mean: you count?
How does the MORE screen know I'm passing underneath it?
Does MORE "see" me? What about GDPR?
Here's the answer.

How ARA Works – Technology in DOOH Audience Measurement

Running campaigns on the MORE network and their reporting is based on ARA technology, whose core is blindsight.

Blindsight is a neuroscientific, medical term. It is our brain's ability to interpret and reconstruct a received signal – even though we don't engage our sense of sight and de facto don't see the actual image. The same happens in ARA. The concept of an image in the sense of "I see a person," "I see a dog," or "I see a bicycle" does not exist in this technology. ARA works with material that – as soon as the signal receives a stimulus – is immediately destroyed.

ARA does not collect or archive materials, including any personal data. However, the algorithm can recognize whether an object is a person, bicycle, bench, or dog, analyzes the direction of movement and time spent in front of the screen. If the system determines that the object is a person, it will anonymously assign them to one of the categories: gender and age range.

But it doesn't know it's you. It doesn't know you. In fact, it doesn't need to.

The Data Is Anonymous

Segmentation occurs in real time, without saving the image and without the possibility of identifying a specific person.

ARA does not perform facial recognition, does not track individuals, and does not create behavioral profiles. ARA cannot identify a person, track them between locations, create an individual's profile, or link an object to a specific person.

ARA data is not combined with data from other databases.

GDPR concerns the protection of personal data, which does not occur in ARA.
ARA is a secure technology, built in a model consistent with the intent, spirit, and requirements underlying GDPR, but is based on anonymous and statistical data.

Transparency, measurability, better campaign targeting

When you advertise a product or service on MORE (a network of over 600 screens in 8 major Polish cities as of March 2026), you know more than just where the screen is located.

With proof of play, you can verify if the campaign ran as planned.

With ARA, you know exactly how many people were actually within the screen's "field of view" at the moment each of your spots was broadcast.

FAQ

Do DOOH screens record passersby?

No. The ARA system does not record or save any materials. It is based on the neuroscientific phenomenon of blindsight. It does not need to "see" in the sense of "I see another human being."
It analyzes movement locally and in real-time only to detect an object in its field of view, such as a person, a bicycle, or a dog.

How does DOOH audience measurement work?

DOOH audience measurement uses sensors that detect objects near the screen.

The algorithm analyzes the direction of movement and time spent in a specific field of "view." Based on this, the system verifies the audience size.

It can also assign statistical categories, such as gender or age range.

Does ARA technology recognize faces?

No. ARA technology does not recognize faces. It doesn't "see" them in the literal sense as we understand seeing other objects.

The system does not identify specific people and does not establish their identity. It analyzes objects exclusively anonymously.

Does DOOH audience measurement use personal data?

No. DOOH audience measurement is based exclusively on anonymous and statistical data.

The system does not need personal data. It does not save images, does not identify people. It analyzes the presence of objects and basic movement parameters, such as direction of movement and time spent in a specific field of "view."

Is ARA technology audited or scientifically verified?

Yes. ARA technology was developed in collaboration with the academic community of AGH University of Science and Technology in Krakow, including with the participation of Prof. Bogusław Cyganek, a specialist in vision systems and artificial intelligence. The audit was conducted by 2 independent law firms and the Aquila consumer association.

The solution was created based on research and knowledge developed in the academic environment. It uses image analysis algorithms applied in research on vision systems.

Does the measurement include people who just pass by the screen?

Yes, but the system distinguishes different levels of contact with the screen. It registers the presence of objects near the screen, but counts as real advertising audience those people who were definitely in the field of "view" and had the opportunity to see a specific advertising spot.

Can the system distinguish a person from other objects?

Yes. The algorithm analyzes shape, movement pattern, and situational context. Thanks to this, it recognizes different types of objects, such as a person, bicycle, dog, or elements of urban infrastructure.

Do weather conditions or time of day affect the system's operation?

The technology was designed to work in variable urban space conditions. Image analysis algorithms account for changes in lighting, traffic, and other typical elements of the urban environment.

Does audience measurement work the same way in every location?

The operating principle of the technology is the same, but each location has its own traffic specifics. Therefore, the system analyzes data in the context of a specific place, its traffic intensity, and the character of the space.

Is audience measurement data used only for campaign reporting?

The data primarily helps determine the actual audience contact with advertising. Thanks to it, you can accurately analyze campaign effectiveness, plan spot emissions, and understand how advertising works in urban space.

If the system can determine gender and age, is it really anonymous?

Yes. The algorithm does not identify specific people. It assigns statistical categories, such as age range and gender. The data is aggregate in nature and does not allow establishing an individual's identity.