CAM-537

Before, during and after: what the campaign actually brought in

Activation Saturday. In the atrium there is a blue stage with a screen, a balloon arch and two people presenting. In front, a ring of people standing and watching. Up on the balcony rails there are more onlookers, on both sides. On the right the café tables are full; on the left there is the sofa area. IRIS counts how many people are in the atrium, how many stop to watch and how long they stay, and keeps the same figure for the Saturday before and the Saturday after.

CAM-537 · 2 LINES · 2 ZONES · LIVE

What IRIS understands

What it recognises in this scene

activation stage
balloon arch
gathered audience
upper floor balcony, left side
upper floor balcony, right side
café with the tables full
sofa area

What this camera gives back

Nobody gets an alert here. Here you get numbers.

410People in the atrium right now
260People stopped and watching
9 minAverage time people stay
180 / hFootfall per hour before the activation
640 / h+460Footfall per hour during the activation
300 / hFootfall per hour after the activation

The figures on this screen are an example from the illustration, not any client's measurement.

How the counting works

Counting is not something you ask for. You draw a line.

There are two lines, one at each mouth of the atrium, and two zones: one over the ring of onlookers and one over the whole atrium floor. The lines say how many people come in and out; the audience zone says how many actually stop and how long they last; the big zone says how many walk through without stopping. None of this is asked for in words: it is drawn once and stays identical on the day before, the day of the event and the day after. That is why the three figures can sit side by side without an argument about where they came from.

line at the left mouth of the atrium · Counting line
line at the right mouth of the atrium · Counting line
audience zone · Dwell zone
whole atrium zone · Dwell zone

And also, one rule

You decide once. IRIS applies it always.

the atrium goes above the number of people the centre has set for an activation

Then

alert the event lead with how many people are in the atrium right then
send the alert to the security lead so the side routes can be reinforced
save the video and the count for the minute that number was reached

The instruction that set it up«Compare the people who crossed the atrium on the event Saturday with the Saturday before, at the same hour.»

What changes

What changes for operations, for asset management and for security

An activation is paid for in money and justified with a photo. With this camera it is justified with three figures measured the same way: how many people crossed the atrium before, during and after. That is where you see whether the action brought people in, whether it only moved the ones already there, and whether it left a queue at the café next door. With that, choosing next month's event stops being a matter of taste and becomes a supported decision — and the atrium space can be sold to a brand with a figure attached.

What people usually ask

Can you tell whether the campaign brought in new people?

You can tell how many more people crossed the atrium and how many stayed, compared with the same day and hour without an activation. That is what the camera measures, and it is already far more than most centres have. What it cannot tell you is whether those people were coming anyway or came because of the action: IRIS counts anonymous bodies and recognises nobody, so who was already a regular and who was not comes from the centre's own data, not from the image.

Does it also count the people watching from the upper floor?

Yes, if the balcony zones are drawn, and here they are. Part of the audience at an activation never comes down: they stay leaning on the upper rail. Leaving them out makes the figure come up short and the action look worse than it was. It is a good example of why counting is configured by drawing: where the upstairs audience ends does not fit in a sentence, you have to trace it.

Do you need new cameras to measure an event?

No, as long as the atrium already has cameras that see the floor. IRIS works with what is installed; what gets added is where the line goes and where the zone goes. That drawing is done once and saved, so next month's event is measured exactly the same way without touching anything again. When the frame does not reach — a corner nobody sees — we say so, and we do not fill the gap with an estimate.

Other cameras

Simulation · how IRIS works

Watch what happens. Then watch what IRIS does with it.

Not a recorded video and not a drawing: it is a summary of the real tool, with a different case each time round. The whole tool does not fit in a box.