Cleverdis - Information Intelligence


		• Towards a True Industry Standard – Interview with Moti Gura • The State of the Market – Interview with Steven K Platt • Capturing Audience Figures – Interview with Catherine Moore • Out of Home Media - Technology is on its side! • Interview with Tony Jarvis • Why Size Matters – Introducing iCapture Smart • Targeted Content Change • Interview with Dr. Itzik Wilf • Case Studies • Counting on YOour Customers – iTally - iGaze • Anything of Value Must Be Measurable • Conclusion by Gérard Lefebvre

Capturing Audience Figures
Interview with Catherine Moore, Director International Sales, TruMedia

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Over the past few years I have attended numerous conferences on Out of Home Digital Media... all of which have been bullish about the future of ad-supported business models. Each time however the cry has been the same... “We know this is the most exceptional way to reach and influence customers... but how can we get the metrics to prove this to the agencies and big-name advertisers?”

Until recently, the only way to collate any figures was to equate foot-fall in a shop with the number of screens in the shop... but no-one knew who saw what ads or how effective they were. Digital Signage was thus the poor cousin of TV, despite the fact that it has a captive audience of people ready to buy! This was the main factor impeding the growth of any advertising driven business models in the sector.

Today, this has changed. TruMedia provides real-time, automated audience measurement solutions that deliver accurate viewing measurements for out-of-home indoor advertising on digital signs, TV monitors, branded fixtures, posters, display windows and in-store product displays.

Their solutions make it possible to truly measure the effectiveness of displays and understand consumer behaviour. In other words, shop-owners and advertisers can not only compute their advertising cost per thousand, but even adapt their advertisement in real time according to their audience statistics. For the first time, real ratings can be determined. TruMedia’s solutions generate true, real-time viewing data for digital, product and window displays by analyzing face images of people watching the displays. Viewers´ face images are analyzed in real-time to yield business-critical information such as true face towards counts, individual exposure times and indicators for attention or level-of-interest. What this means in a nutshell is that in the future, thanks to this evolution in the measurement techniques, advertisers will have more detailed information than with any other media form available today.

From being the poor cousin, Out of Home Digital Media is set to become the “rich uncle”... This SPECIALreport aims to give you a full overview of the current state of play in this respect, as well as outlining the unique selling points of TruMedia in the domain.