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systems deliver accurate viewing measurements for audiences:
‘s solutions make targeted proactive merchandising/advertising possible (change content at real time per viewers)
Every Face Counts
In-storeProduct ShelvesWindow & Product DisplaysEnd cap displays
In-door (OOH)Digital Signs (DS)TV MonitorsNon-digital Signs
Corporate
Technologies Inc
Incorporated in Delaware 42 Employees:
HQ – Tampa, Florida: 7 employees R&D/International support - Israel: 33
employees International sales: 1 Spain, 1 Netherlands
Customers in 6 continents
Origins
Spin-off from Leader in video analytics for security and
behavior tracking
Developed over 4 years within HLS-focused R&D program
Technology and key employees were transferred to TruMedia in September 2006.
Why Measure Outdoor Advertising
Outdoor advertising accounts for less than 5% of total ad spend due to lack of a reliable audience measurement system. – ACNielsen
In spite of tremendous growth, outdoor advertising is undervalued
Rates will go up by 50-100%, matching local TV rates with the introduction of accurate measurement tools
video analytics technology accurately captures, tracks and analyzes faces, generating real-time audience data:
How many How long Who (Gender, Age group, Ethnicity) What did they see (Sync with playlist) Opportunity to See (OTS) total footfall
The Solution
Privacy Statement
TruMedia is fully respectful of the audience’s privacy and is completely anonymous: no personally identifiable information is ever collected; no video or still images are ever recorded, no photo archive or database is used.
for Digital Signage Maximize out-of-home advertising value Increase in-store promotion effectiveness Manage footfall and research audiences
for Product Displays Optimize shopper marketing Evaluate shopper engagement (by proximity)
Opportunity to See CounterDetermine Impact Ratio
Products
Camera placed above screen/display
How it works
iCapture Video Analytics Accuracy: 90% - People Counting 90% - Gender Classification 85% - Age Group Classification
125°
20ft
Identifies any number of concurrent viewers within
the field of view.
iCapture
iCapture Cam
PC for Researchers• Data is stored locally – can be remotely viewed by customer
• One PC supports up to 2 cameras
SmartBox Video Processor for DS Networks• Data accessed via internet from TruMedia server• Dimensions: 152mm (L), 107mm (D), 54mm (H)• Embedded: no Windows XP, no moving parts
iCapture Cam
CAT5 or coax up to 50m
CAT5 or coax up to 50m
iCapture Ultra
Wide Dynamic Range (WDR) cameras Overcomes harsh, demanding, bright lighting
conditions Captures detail in shadows & manages bright glare
and reflections
Hi-Res Camera WDR Camera
iTally
Embedded small overhead people counting device
Accurate (90%) bi-directional counting
Lens selection per scene geometry (height, aisle width)
Sync Playlist
Linking audience measurement data with player’s play-log, is done by loading the play log text file to the ASP server. This can be done from any computer with a standard internet browser.
Counting Specifications
Viewer must look for a minimum of 1 second to be recorded
Optional track merging makes it possible to correlate multiple gazes of the same viewer up to 30 seconds apart
ASP Architecture
Software license, implementation, integration, hosting and maintenance charges are all included in this service model
Optional: ASP Server located at customer site
Data Access & Storage iCapture sends info to servers (US
and Asia) once an hour Single internet connection (Wireless
or DSL) per site Very low bit rate can be sent via cellular
phone once per month SmartBox stores last 30,000
impressions (backup in case of no network) - ideal for banks, subways and locations w/o internet connection
Data is stored for up to 3 years on TruMedia server
ASP Report Generator
Collects, audits, and then posts viewing data Client users access the portal via their web browser –
multiple password levels User-customizable reports displayed and exported Customized interface look & feel (including language
localization) available
Impact Ratio
+ = Compliance
Ratio between the number of shoppers who passed the display vs the number of shoppers who actually saw the display
Audience Data vs Traffic Data
0%
20%
40%
60%
80%
100%
Monda
y
Tuesday
Wedn
esda
y
Thursday
Friday
Total Audience Total Traffic
Mixed Reports – Content Effectiveness
0
20
40
60
80
100
120
140
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Number of viewers Lingering average (secs) Effectiveness
0.0
100.0
200.0
300.0
400.0
500.0
600.0
700.0
800.0
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Average of Total Viewers Brand B Average of Total Viewers Brand A Saw Brand B First Saw Brand A First
DS Location - Viewers vs Traffic
Display A Display B
PROM – Proactive Merchandising
Analyze audience in real-time, recognizing pre-defined image attributes
Content management system adapts content to audience
Target by: Audience size Gender – majority male/female Kids vs. grown-up Family Logo/Text – Year 2009
TruMedia vs. Other Players
Windows PC+ USB
Camera
Embedded + iCapture Cam
+ iTally
Other Players70°- 90°, 12ft
TruMedia 130°, 20ft
Estimated Technological Gap – 2 years!
TruMedia Technology Advantages iCapture has coverage of 6 meters from screen iCapture has coverage of 130 degrees Gender recognition (90%) accuracy Content delivery synchronization No need of fix IP address OTS counter (Opportunity To See) for real rating User Friendly Interface True, automated audience measurement Does not require audience cooperation Supports proactive merchandising
Statistical Sampling
For statistical sampling it is sufficient to install iCapture on 5%-20% - applicable for networks with no less than 100 screense.g. - network with 500 screens, installation on
80 screens is sufficient - network with 30 screens must install on
all 30 screens For PROM feature, iCapture must be
installed on each individual screen
Gaze to Gaze – Near Future
How many who saw the product ad went to the product shelf within 10 minutes?
Future
Miniature Device CMOS imager + FPGA / ASIC
Wirelessly ConnectedBuilt into display bezel
Vision
TruMedia will do for out-of-home advertising, what Nielsen did for TV advertising.
If the 20th century was known in marketing circles as the
advertising century, the 21st may be the advertising
measurement century.
22 February, 2007
Thank You
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