An Experience You Can Measure: The Smart Power of Programmatic OOH

When designing content for programmatic OOH, creative teams aren't just thinking about the message—they're thinking about the moment in which it appears.

Most digital signage CMS platforms already support basic scheduling by time of day or day of week. Morning and evening commuters might see different messages. That’s the starting point.

But what if the content could respond to more?

Thanks to sensor data and external sources, programmatic campaigns can adapt to a wide range of contextual signals:

This goes beyond scheduling—it's audience-aware content delivery.

RVC.DIGITAL makes this possible in real time, with GDPR-compliant, on-device processing. No facial recognition, no personal data stored— just anonymized digital signage audience data that helps tailor content to real people in real situations.

For creative teams, this means content can be contextual, dynamic, and relevant—turning good ideas into great results.

RVC.DIGITAL uses a compact, low-resource computer vision module to analyze real-time viewer interactions directly at the screen. The system detects whether someone is looking at the display, estimates basic demographic attributes (such as age group and gender), and measures attention time.

Based on these live signals, enables real-time content triggering, activating specific content states in the connected content management system (CMS), making the display instantly responsive to its audience.

At the same time, anonymized insights—such as number of viewers, engagement duration, and audience profile distribution—are visualized in real time on the RVC.DIGITAL dashboard, giving campaign managers immediate feedback on performance.

No facial recognition. No video storage. A GDPR-compliant OOH measurement solution by design.
All processing is done locally on the device, and only statistical, non-personal data is transmitted or stored.

The solution is lightweight and versatile—it can run on dedicated low-power hardware, or even on the same machine that operates the CMS, provided it's capable. Supported operating systems include Linux, Windows, and Android.

This makes RVC.DIGITAL easy to integrate into new or existing digital signage environments, with minimal infrastructure requirements.

For a standout campaign in downtown Budapest, JCDecaux Hungary—the city's leading Out-of-Home media owner—partnered with Coca-Cola to deliver a reactive billboard campaign that didn’t just capture attention, but reacted to it.

The execution was handled by RVC.DIGITAL platform to combine real-time audience analytics with live content control.

Location: High-traffic tram stops in central Budapest
Hardware: N100-based mini PC with USB camera
System setup: A single device ran both the display content and the RVC.DIGITAL analytics engine simultaneously

The creative concept was playful and clever: a Coca-Cola Zero can appeared on screen, surrounded by mischievous “monsters” trying to grab it. But they only moved when no one was looking. As soon as a passerby stared at the screen, the animation froze—only to resume the moment attention drifted away.

This subtle interaction created a sense of surprise and participation—turning a standard CityLight display into a reactive brand experience.

Behind the scenes, the RVC.DIGITAL module continuously analyzed gaze direction and triggered the appropriate content state via the CMS API.
Meanwhile, all audience interaction data—view counts, dwell time, demographic estimations—was sent in real time to the RVC cloud dashboard, providing Coca-Cola with immediate, accurate insights into how the campaign was performing.