Screenyo Intelligent Traffic (SIT) launches a revolutionary concept: an edge AI product bringing AI precision and mathematical rigor directly into the OOH reality
At the beginning of this summer, Screenyo Communication launched SIT – Screenyo Intelligent Traffic. Starting in June 2026, mobile Out-of-Home (OOH) advertising clients will receive campaign reports generated by an AI-powered application, containing, among other things, key OOH performance indicators such as OTS (Opportunities to See), Reach, Frequency, and more.
SIT (Screenyo Intelligent Traffic) is based on a revolutionary concept: an edge AI solution that brings AI precision and applied statistical analysis directly into the OOH environment. By leveraging this technology, mobile OOH and other outdoor advertising formats can evolve from empirical audience estimation methods to an engineering-driven approach for measuring outdoor advertising audiences and interpreting data. In other words, we move from the traditional “it works well enough” mindset to exact values, measurable predictability, and statistically sound reporting.
The solution consists of a complex architecture with two main components.
The first component is responsible for the LIVE identification of subjects in public spaces using computer vision and multi-frame tracking technologies. No faces are recorded or filmed; the system only counts and categorizes detected subjects into predefined groups such as pedestrians, cyclists, cars, trucks, buses, and more. The AI continuously learns these categories and is not limited to them. For example, it can accurately count pets, backpacks, or e-scooters as well. All processing and aggregation take place directly within the AI camera, without transmitting video streams, making the application GDPR-compliant by design.
The second component focuses on the mathematical interpretation of observed measurements. It applies visibility, exposure, and repetition models to the collected data and translates them into meaningful OOH metrics for clients, including statistically derived indicators such as OTS, Reach, Frequency, and others.
“For many years, Romanian OOH advertising has occupied an unacceptably small share of the communication mix and, consequently, of the Romanian advertising market. If I am not mistaken, the Romanian outdoor sector represents roughly ten percentage points less of the market than it does in Western Europe. We believe that serious brands and companies stay away from this channel not only because of flawed business practices but primarily because of the lack of reliable figures and credible reporting. This is particularly unfair given that OOH advertising—whether mobile or static—delivers messages to real audiences, not bot farms. These audiences cannot walk through the streets with their eyes closed. They are constantly connected to the segment of the economy that is active and keeps Romania moving.” – Eng. Marian Costache, Managing Partner, Screenyo Communication
By integrating Computer Vision, Artificial Intelligence, and Applied Statistical Analysis technologies, SIT creates a bridge between the physical world and data-driven rigor. As a result, clients benefit not only from visibility but also from a clearer understanding of how their messages reach audiences.
“SIT-Mobile generates two categories of information. The first category consists of data directly observed through computer vision and multi-frame tracking. The second category consists of statistically derived OOH indicators (OTS, Reach, Frequency), calculated by applying visibility, exposure, and repetition models to the measured data. The report therefore explicitly separates empirical observation from statistical inference, in accordance with best practices used throughout the international OOH audience measurement industry.” – Eng. Valentin Adrian Țenescu
Another particularly interesting aspect worth mentioning is that SIT maps audience data onto the routes covered during a campaign by combining measured observations with Google location services and associated mapping technologies. Future developments include audience estimation within specific micro-areas surrounding points of interest located along mobile OOH campaign routes. These points of interest may include retail locations or fixed advertising structures, which will benefit from similar reporting capabilities in future versions of the application.
The launch of SIT-Mobile represents the first step in a broader program aimed at developing independent Outdoor audience measurement and analytics solutions. The objective is to create a modern standard for evaluating OOH campaign performance, based on real-world observations, transparent methodologies, and metrics comparable to those used across other media channels.
In an industry where decisions are increasingly driven by data, Screenyo Communication believes that the future of Outdoor advertising belongs to objective, auditable, and reproducible measurement. SIT is our contribution to that transformation.