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New Tool Looks Back at Small Screen Audience
In the US, audience measurement system manufacturer TruMedia Technologies has launched the iCapture Mini, a video-based solution to analyze the faces of consumers watching small digital screens in out-of-the-home venues.
TruMedia's automated imaging systems deliver viewing measurements for out-of-home advertising on posters, digital signs, TV monitors, display windows and in-store product displays. The firm uses proprietary video analytics technology which detects and track viewers' faces, to capture exposure to media and merchandise.
The new product has been designed for use in kiosks and 'end-cap' merchandising displays in stores, shopping malls, gas stations and other retail environments. Using a wide dynamic range (WDR) camera, the system captures 'face towards' counts, individual exposure times and can also determine the viewer's gender and age-group through the use of video classification algorithms.
Explained CEO George Murphy: 'Small digital signs are becoming an increasingly popular merchandising tool for use in aisles, on end-caps, and at checkouts. iCapture Mini makes it possible to measure and classify who is watching those screens.'
Web site: www.tru-media.com.
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