Backpackster and Quividi Report Attention Metrics From World Cup Mobile DOOH Test
2026-08-01 · via DailyDOOH
Mobile out-of-home company The Backpackster and audience measurement firm Quividi have released results from a World Cup activation outside SoFi Stadium in Inglewood, California, that used camera-based analytics to measure how many people actually looked at wearable digital screens rather than just how many passed by them.
According to the companies, Backpackster units, which are digital screens carried on backpacks, were positioned at pedestrian entrances and exits around the stadium during the tournament. The campaign generated 17,111 advertising impressions. Quividi's analytics measured 2,540 verified viewers and 1,148 engaged viewers, defined as people who watched the content for more than two seconds. The companies report an average attention time of 2.95 seconds and an average dwell time of 7.5 seconds, along with a breakdown of which creative held viewers longest.
Why it matters for operators
Mobile DOOH has always been able to claim reach by tracking where a unit walked and how many people were nearby. What operators and buyers have lacked is a reliable, privacy-compliant way to know whether anyone actually looked at the screen. This activation is being positioned by both companies as a demonstration of that gap closing in a genuinely difficult measurement environment: a dense, fast-moving crowd at a major live event.
Quividi's technology processes camera data locally on the device and generates anonymous audience attributes, such as estimated gender and age, without storing images or personally identifiable information, the companies say. That approach lets Backpackster report engagement and demographic data without the compliance overhead that raw video capture would require. For operators running mobile or pedestrian-facing DOOH campaigns, this kind of on-device, privacy-by-design measurement is likely to become a baseline expectation from advertisers rather than a differentiator, as impression-only reporting looks increasingly thin next to verified attention metrics from fixed digital signage networks.
What is missing
The release does not disclose pricing, campaign duration, the number of Backpackster units deployed, or which brands ran creative during the activation. There is no independent verification of the measurement methodology beyond the vendors' own descriptions, and no comparison data from a non-measured control campaign to show what the numbers would look like without Quividi's analytics layer. Gaston Corbala, founder and CEO of The Backpackster, and Chris Damvakaris, the company's CRO and co-founder, both frame the work as a step toward tying attention data to attribution and revenue outcomes, but the companies say that connection is still something to be built out in future activations rather than something demonstrated here.
Mitch Wade, chief revenue officer at Quividi, said measuring verified attention in a live, high-density environment is what turns a moving screen into accountable media. The two companies say they plan to expand the partnership into additional markets.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
The Backpackster and @Quividi #WorldCup2026 Measurement
The Backpackster , a human powered, measurable media network, this week announced the results of a World Cup activation in Inglewood, California, measured with audience analytics from Quividi , the global leader in audience measurement for Digital Out of Home (DOOH) and retail media.
Gaston Corbala , Founder & CEO of The Backpackster told us “We set out to show that real world media can do more than generate impressions, it can verify attention!” said “In one of our largest activations to date, we demonstrated that advertisers can understand not only how many people a campaign reached, but how many actually engaged and for how long. That’s the foundation of the measurable media network we’re building.
During the activation, Backpackster units were deployed at primary pedestrian entrances and exits surrounding SoFi Stadium, carrying various brands digital campaigns throughout one of the world’s most demanding live event environments. The campaign generated 17,111 advertising impressions, while Quividi’s analytics measured 2,540 verified viewers and 1,148 engaged viewers who watched the content for more than two seconds.
Mobile DOOH (aka #MOOH ) has long demonstrated the ability to move media through crowds. What it has rarely been able to demonstrate is verified attention at scale. This activation was designed to close that gap in a dense, high traffic environment during one of the largest sporting events in the world.
A World Cup crowd is about as hard a test as wearable digital media gets and that is precisely why it matters,” said Mitch Wade , Chief Revenue Officer at Quividi. “Measuring verified attention in a live, high density environment is what turns a moving screen into accountable media. The Backpackster is showing what a mobile out of home looks like when every impression can be qualified.”
Rather than report exposure alone, the activation captured verified human attention in real time. Quividi’s technology processes camera data locally on the device to create anonymous audience insights – such as gender and age – without saving images or any personally identifiable information. This privacy by design approach minimizes security concerns by retaining only aggregate, non-personal statistics. On that basis, the campaign recorded an average attention time of 2.95 seconds and an average dwell time of 7.5 seconds, alongside a breakdown of which creatives held viewers longest. This allows brands to move beyond static, impression only out of home metrics and understand not just how many people passed a screen, but how they actually engaged.
By enriching standard impression counts with privacy safe signals like gender and age, brands gain a much clearer view of whether they are reaching the right audiences, at the right times, in the right places. Instead of treating all impressions as equal, marketers can see which locations, creative copy, and messaging drive deeper attention and more relevant exposure—making each impression work harder.
Beyond the metrics, the units drew visible reactions on the ground. Fans stopped to watch the displays, pointed them out to friends and photographed the backpacks while walking to and from the matches.
The two companies plan to build on this work as The Backpackster expands into additional markets and activations, with a shared focus on connecting verified attention to attribution and business outcomes. “Brands today need more than impressions – they need measurable engagement, efficient CPM performance, and clear revenue impact. The Backpackster delivers on all three by providing a dynamic platform where advertisers can access real-time campaign insights, optimize engagement on the fly, and maximize return on ad spend,” said Chris Damvakaris , CRO and Co-Founder of The Backpackster.
The activation reflects where both companies see the future of real world media heading. Impressions remain the foundation of mobile DOOH, while verified attention adds a new layer of accountability, not only how many people a screen reaches, but how many actually look, how long they engage, and, increasingly, what they do next. Together, these insights provide advertisers with a more complete understanding of campaign performance.
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