Spanish Firm Claims Screen Measurement First

Audience measurement system manufacturer TruMedia has announced that Spanish firm VENCO Electronica is the first to integrate its iCapture audience measurement tool into digital signage screens, to track out-of-home exposure to media and advertising.

TruMedia's video analytics technology measures visual attention to posters, digital signs, TV monitors, display windows and in-store product displays.

'We believe that the success of digital signage hinges on the ability to accurately measure ROI and effectively target advertising to the viewing audience,' explained VENCO MD Joan Clotet. 'We pride ourselves in offering cutting edge technology and integrating this audience measurement solution into our screens was a natural progression.'

All data captured through TruMedia's products is said to be private: no images are ever recorded, and no uniquely identifiable data is extracted. To reinforce this message, CEO George Murphy recently responded to an article in the New York Times which had raised concerns about billboards with facial recognition tracking systems, by confirming that all data collected is anonymous and is only reported in aggregate.

In March, the Florida-based firm launched the iCapture Mini, a video-based solution to analyze the faces of consumers watching small digital screens in out-of-the-home venues.

Web sites: www.tru-media.com and www.vencoel.com .

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