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

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?” …

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	CATHERINE MOORE Director International Sales TRUMEDIA

Is anybody watching? When... and for how many seconds? What are the demographics? All these questions and more are now being addressed by iCapture... at the heart of TruMedia’s audience measurement solution... We asked Catherine Moore, International Sales Director of TruMedia, to give us an overview of the futuristic possibilities offered by TruMedia’s tracking and analytical devices...

iCapture generates true viewing data for digital displays and screens by analyzing face images of people watching the displays. Proprietary video analytics technology is used to automatically detect and track faces captured by high-resolution cameras in order to determine:
• Actual Impressions – by detecting and counting only those viewing the media
• Viewer Demographics – gender and age-group
• Impression Length – duration of viewing
• Impact Ratio – viewers vs overall traffic (when combined with our iTally overhead people counter)

The system is reported to be easy to set up and operate. All the operator needs to do is install and orient the cameras... iCapture does all the rest.

What are the main features and benefits of the system?

There are several...
• Accuracy in audience counts: iCapture provides a true count of impressions with an accuracy that surpasses any other direct or indirect measurement technology.
• Detailed, real-time information: iCapture provides more than just viewer counts. Demographics segmentation and face-towards time measurement allow better media planning and targeted advertising.
• Proactive: Real-time viewer counts, behaviour and demographics can be trigger a change in the advertisement, tailoring it to the viewer.
• Non Cooperative: iCapture does not require audience cooperation, providing true and unbiased information.
• Scalable: The iCapture SmartBox, is a small video processing device deployable on a large scale. Unlike PC based measurement systems, it is small enough to be attached to the back of a digital signage screen.

Can you please tell us about the new version? What is different about it?

In October 2007, TruMedia Technologies announced the worldwide release of Version 1.4 of iCapture providing gender and age-group (adult/child) information – important demographics which will allow our customers to understand their audience in more depth. The latest release also includes extended viewer tracking capabilities, correlating multiple gazes of the same viewer that may be up to 30 seconds apart. So even if viewers temporarily face away from the screen, the correct number of unique viewers and accurate attention spans are reported.

© TruMedia

Aren’t people worried about their images being recorded?

The question of privacy is an important one. Wherever there are cameras there will always be the concern that “big brother is watching”, but this is not the case with TruMedia. We are fully respectful of the audience’s privacy... No images are ever recorded, and no uniquely identifiable data is extracted.