Technology solution for audience measurement

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TruMedia, whose background is in proprietary tracking and recognition surveillance software developed for Israel's homeland security, has spent the past year developing this software for the digital signage market. iCapture recently debuted in London at Screen Expo Europe 2007, one of Europe's largest digital signage and out-of-home events, and is an inventive means of capturing hard data surrounding audience measurement numbers.

Tracks pairs of eyes

The software interfaces with high resolution or mega pixel, wide-angle cameras mounted on top of a digital display and automatically detects viewers, locating every pair of eyes looking at the screen at any given time. It tracks and counts them and also measures how long each pair of eyes looked at the screen. Additionally the software records viewing habits and basic demographic information such as age range, ethnicity and gender.

The result is a real-time, true per impression measurement of digital screens and yields a mass of data, which can be used to determine whether the content exhibited is effective in attracting the target market. iCapture does not store images-only data and does not record data that can be used to uniquely identify the viewer. As well as generating critical research data, the system can be used to maximise out-of-home advertising value by generating valuable feedback and increase the effectiveness of in-store promotions.

The data captured by the iCapture system allows for educated decisions to be made regarding advertising content, additionally content can be adapted in real time, based on the viewing audience. The data received can also assist in determining the optimal position for a digital display to maximise exposure.

Developing credible data

“The digital media and signage industry is only now starting to come into its own and as the market grows the need for accurate measurement tools is imperative. South Africa has always been at the forefront of this emerging industry and the introduction of iCapture to the local market will assist in developing credible data, which can be used to test the effectiveness of digital signage systems.

Additionally there is a strong application for this original product in the research field due to the high levels of accuracy and the quality of the detailed quantitative feedback generated through iCapture,” says Manny Teixeira, MD, Spectrum Visual Networks.