BlueZoo counts shoppers on BrightSign signage

  • March 5, 2024
  • Steve Rogerson

BrightSign is using audience measurement technology from fellow Californian company BlueZoo on its latest digital media players for retail.

BlueZoo specialises in audience measurement for out-of-home advertising and retail media networks. It has delivered its impressions measurement software for worldwide deployment on BrightSign’s series-five digital media players.

This lets BrightSign offer in-store digital signage that includes accurate measurement of audience reach, dwell time, flow and related analytics in real time without the need to purchase, install and maintain multiple hardware sensors throughout each location.

BlueZoo measures the presence and movement of people ( in a manner that is accurate and privacy-protecting, as well as cost effective and scalable. It passively collects smartphone wifi probes using proprietary sensor hardware as well as third-party hardware such as BrightSign digital media players. BlueZoo has delivered its sensor software on BrightSign series-three and four media players since 2018.

“Our retail customers are looking to measure their in-store signage activity, both to count digital signage impressions and maximise the overall customer experience,” said Steve Durkee, CEO of BrightSign.

Claude Sabourin, director of business development at Schot (, a value-added distributor of BrightSign and BlueZoo technology in south-east Asia, added: “The precision with which BlueZoo measures audiences of digital signage throughout retail media networks brings new levels of accuracy and transparency to pricing in-store advertising. We combine BlueZoo reach and frequency measurements with PoS data to better understand the impact of signage on the overall shopper experience.”

And Bill Evans, CEO of BlueZoo, said: “BrightSign’s commitment to innovation and customer value makes them a perfect partner for BlueZoo. BrightSign customers need audience measurements that are accurate and easy to deploy and maintain. Deploying BlueZoo software on BrightSign hardware hugely simplifies overall deployment without additional hardware or the need for additional connections to power or internet backhaul. BrightSign’s newest series-five players will strengthen their leadership of the retail media networks market as growth continues to accelerate.”

BlueZoo’s latest winter 2024 software release ( facilitates managing large constellations of sensors from the cloud, including bulk operations using BlueZoo’s dashboard and mobile app. Users can define complex customised reports that are sent automatically by email every day, week, month or quarter to their own customers, partners and employees. These reports can include aggregate and non-aggregated sensor analytics, including visits/impressions, visitors, dwell time, unique visitors and unique visitor recurrence.

The winter 2024 release expands reporting capabilities by allowing individual reports to deliver multiple report tiles, for different sensors and different time periods, and to overlay analytics describing multiple time periods.

BlueZoo support for BrightSign series-five media players is in beta test. The software is expected to be generally available in the next quarter.

BrightSign ( is headquartered in Los Gatos, California, with offices in Europe and Asia. It manufactures media players and provides free software and networking for the commercial digital signage market worldwide, serving all vertical segments of the digital signage marketplace.

BlueZoo ( delivers foot traffic analytics services to the out-of-home advertising, retail, and insurance industries. It has deployed thousands of sensors to hundreds of customers throughout the world and its products are protected by six patents. The company is based in Menlo Park, California.