Firms Partner for Touch Screen Measurement

iPOWOW! - which provides tools for gathering opinion through online video - has partnered with digital signage producer MediaTile to develop a new interactive audience measurement system for digital touch screen systems.

Sydney, Australia-based iPOWOW!'s research technology allows viewers to give their opinions and feedback on content in real-time via an online 'voting' interface. The firm recently expanded to the US with the opening of new headquarters in Silicon Valley.

Through the latest initiative, audience measurement is driven by iPOWOW! technology, as well as through MediaTile's SaaS (software-as-a-service) system. This alliance will enable clients to collect and measure real-time viewer feedback on video and flash-based promotion, using touch-screen-enabled digital signs.

Using MediaTile's signage and content delivery and management system, consumers will be able to provide their feedback by simply touching the screen, or by answering questions posed during a promotion.

Real-time data can be recorded throughout the viewer's experience on nearly every aspect of the message they are viewing. The system enables the digital signage operator to apply a polling interface on top of pre-existing content, and the information captured can be analyzed on a per-viewer basis, on a demographic basis, or as an aggregate.

It can also highlight, in a dashboard, how responses from single viewers, demographic groups or viewers in specific locations differ from overall results.

'This is a true breakthrough for viewer engagement and measurement, not only for the digital signage market, but in the overall approach that companies have traditionally taken to collecting and analyzing consumer interests and attitudes,' stated Gary Davis, CEO of iPOWOW!. 'This will revolutionize the way marketers and communicators think about focus groups and eliciting feedback in general.'

Web sites: www.ipowow.com and www.mediatile.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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