The digital signage firm Spectrio has strengthened its analytics capabilities with the acquisition of InReality, a firm that offers an AI-driven, fully anonymous audience sensing and measurement solution. 

Spectrio did not disclose transaction terms.

State-of-the-art, and privacy-compliant, measurement technologies are very important to a digital signage company like Spectrio. These tell brands how many people are exposed to their digital signage content. They also help brands figure out the right content to serve at the right time and place.

“This acquisition is a game changer for us and for our clients,” said Spectrio CEO Tamara Bebb, in a statement. 

“We have 30 seconds of your attention. We know what you’re interested in, what’s important to you, and what isn’t. [And] we can use that information to then target the right content towards you.”

150K+ Locations

Tampa-based Spectrio says it has its digital signage in place in more than 150,000 franchise and enterprise locations. Spectrio also provides overhead music, on-hold messaging, and Wi-Fi marketing on top of its digital signage offering. 

Spectrio says the acquired technologies complement its existing tech stack and will enable the company to roll out new digital signage products, and hence grow, faster.

Privacy is clearly one of the keys to InReality’s technology.  

Here is how Spectrio explains the InReality tech in its deal announcement. 

“Most audience analytics solutions analyze video streams that are captured by on-premise cameras, raising privacy concerns. InReality uses fully anonymous, radar-based sensors that are no bigger than conventional smoke detectors and mount on retail fixtures, walls or even ceilings.”

These sensors detect the presence of people, which allows for a deeper analysis of foot traffic. Plus it offers “the ability to define impressions and engagement behaviors based on shopper proximity and dwell time.”

Not the First Rodeo

So Spectrio is no stranger to acquisitions. For example, last year we reported on the company’s purchase of Ping HD, a Denver-based digital signage rival.

Spectrio Expands Digital Signage Footprint with Ping HD Acquisition

That acquisition was about expanding Spectrio’s footprint. While the InReality deal is all about boosting the company’s analytics capabilities.