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Trumedia iCapture


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Trumedia iCapture

  1. 1. Audience Measurement System for Digital Displays
  2. 2. Every Face Counts systems deliver accurate viewing measurements for audiences: ‘ s solutions make targeted proactive merchandising/advertising possible (change content at real time per viewers) <ul><li>In-store </li></ul><ul><li>Product Shelves </li></ul><ul><li>Window & Product Displays </li></ul><ul><li>End cap displays </li></ul><ul><li>In-door (OOH) </li></ul><ul><li>Digital Signs (DS) </li></ul><ul><li>TV Monitors </li></ul><ul><li>Non-digital Signs </li></ul>
  3. 3. Corporate <ul><li> Technologies Inc </li></ul><ul><li>Incorporated in Delaware </li></ul><ul><li>42 Employees: </li></ul><ul><ul><li>HQ – Tampa, Florida: 7 employees </li></ul></ul><ul><ul><li>R&D/International support - Israel: 33 employees </li></ul></ul><ul><ul><li>International sales : 1 Spain, 1 Netherlands </li></ul></ul><ul><li>Customers in 6 continents </li></ul>
  4. 4. Origins <ul><li>Spin-off from </li></ul><ul><ul><li>Leader in video analytics for security and behavior tracking </li></ul></ul><ul><ul><li>Developed over 4 years within HLS-focused R&D program </li></ul></ul><ul><ul><li>Technology and key employees were transferred to TruMedia in September 2006. </li></ul></ul>
  5. 5. Why Measure Outdoor Advertising <ul><li>Outdoor advertising accounts for less than 5% of total ad spend due to lack of a reliable audience measurement system. – ACNielsen </li></ul><ul><li>In spite of tremendous growth, outdoor advertising is undervalued </li></ul><ul><li>Rates will go up by 50-100%, matching local TV rates with the introduction of accurate measurement tools </li></ul>
  6. 6. <ul><li> video analytics technology accurately captures, tracks and analyzes faces, generating real-time audience data : </li></ul><ul><ul><li>How many </li></ul></ul><ul><ul><li>How long </li></ul></ul><ul><ul><li>Who (Gender, Age group, Ethnicity) </li></ul></ul><ul><ul><li>What did they see (Sync with playlist) </li></ul></ul><ul><ul><li>Opportunity to See (OTS) total footfall </li></ul></ul>The Solution
  7. 7. Privacy Statement <ul><li>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. </li></ul>
  8. 8. <ul><li>for Digital Signage </li></ul><ul><li>Maximize out-of-home advertising value </li></ul><ul><li>Increase in-store promotion effectiveness </li></ul><ul><li>Manage footfall and research audiences </li></ul><ul><li>for Product Displays </li></ul><ul><li>Optimize shopper marketing </li></ul><ul><li>Evaluate shopper engagement (by proximity) </li></ul><ul><li> Opportunity to See Counter Determine Impact Ratio </li></ul>Products
  9. 9. <ul><li>Camera placed above screen/display </li></ul>How it works <ul><li>iCapture Video Analytics Accuracy: </li></ul><ul><li>90% - People Counting </li></ul><ul><li>90% - Gender Classification </li></ul><ul><li>85% - Age Group Classification </li></ul>125° 20ft Identifies any number of concurrent viewers within the field of view.
  10. 10. iCapture iCapture Cam PC for Researchers <ul><li>Data is stored locally – can be remotely viewed by customer </li></ul><ul><li>One PC supports up to 2 cameras </li></ul>SmartBox Video Processor for DS Networks <ul><li>Data accessed via internet from TruMedia server </li></ul><ul><li>Dimensions: </li></ul><ul><li>152mm (L), 107mm (D), 54mm (H) </li></ul><ul><li>Embedded: no Windows XP, no moving parts </li></ul>iCapture Cam CAT5 or coax up to 50m CAT5 or coax up to 50m
  11. 11. iCapture Ultra <ul><li>Wide Dynamic Range (WDR) cameras </li></ul><ul><ul><li>Overcomes harsh, demanding, bright lighting conditions </li></ul></ul><ul><ul><li>Captures detail in shadows & manages bright glare and reflections </li></ul></ul>Hi-Res Camera WDR Camera
  12. 12. iTally <ul><li>Embedded small overhead people counting device </li></ul><ul><li>Accurate (90%) </li></ul><ul><li>bi-directional counting </li></ul><ul><li>Lens selection per scene geometry (height, aisle width) </li></ul>
  13. 13. Sync Playlist <ul><li>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. </li></ul>
  14. 14. Counting Specifications <ul><li>Viewer must look for a minimum of 1 second to be recorded </li></ul><ul><li>Optional track merging makes it possible to correlate multiple gazes of the same viewer up to 30 seconds apart </li></ul>
  15. 15. ASP Architecture Software license, implementation, integration, hosting and maintenance charges are all included in this service model Optional: ASP Server located at customer site
  16. 16. Data Access & Storage <ul><li>iCapture sends info to servers (US and Asia) once an hour </li></ul><ul><li>Single internet connection (Wireless or DSL) per site </li></ul><ul><li>Very low bit rate can be sent via cellular phone once per month </li></ul><ul><li>SmartBox stores last 30,000 impressions (backup in case of no network) - ideal for banks, subways and locations w/o internet connection </li></ul><ul><li>Data is stored for up to 3 years on TruMedia server </li></ul>
  17. 17. ASP Report Generator <ul><li>Collects, audits, and then posts viewing data </li></ul><ul><li>Client users access the portal via their web browser – multiple password levels </li></ul><ul><li>User-customizable reports displayed and exported </li></ul><ul><li>Customized interface look & feel (including language localization) available </li></ul>
  18. 18. Impact Ratio + = Compliance Ratio between the number of shoppers who passed the display vs the number of shoppers who actually saw the display
  19. 19. Mixed Reports – Content Effectiveness
  20. 20. DS Location - Viewers vs Traffic Display A Display B
  21. 21. Gender Distribution
  22. 22. PROM – Proactive Merchandising <ul><li>Analyze audience in real-time, recognizing pre-defined image attributes </li></ul><ul><li>Content management system </li></ul><ul><li>adapts content to audience </li></ul><ul><li>Target by: </li></ul><ul><ul><li>Audience size </li></ul></ul><ul><ul><li>Gender – majority male/female </li></ul></ul><ul><ul><li>Kids vs. grown-up </li></ul></ul><ul><ul><li>Family </li></ul></ul><ul><ul><li>Logo/Text – Year 2009 </li></ul></ul>
  23. 23. PROM – Scala Integration
  24. 24. TruMedia vs. Other Players Windows PC + USB Camera Embedded + iCapture Cam + iTally Other Players 70°- 90°, 12ft TruMedia 130°, 20ft Estimated Technological Gap – 2 years!
  25. 25. TruMedia Technology Advantages <ul><li>iCapture has coverage of 6 meters from screen </li></ul><ul><li>iCapture has coverage of 130 degrees </li></ul><ul><li>Gender recognition (90%) accuracy </li></ul><ul><li>Content delivery synchronization </li></ul><ul><li>No need of fix IP address </li></ul><ul><li>OTS counter (Opportunity To See) for real rating </li></ul><ul><li>User Friendly Interface </li></ul><ul><li>True, automated audience measurement </li></ul><ul><li>Does not require audience cooperation </li></ul><ul><li>Supports proactive merchandising </li></ul>
  26. 26. Statistical Sampling <ul><li>For statistical sampling it is sufficient to install iCapture on 5%-20% - applicable for networks with no less than 100 screens </li></ul><ul><li>e.g. - network with 500 screens, installation on 80 screens is sufficient </li></ul><ul><li>- network with 30 screens must install on all 30 screens </li></ul><ul><li>For PROM feature, iCapture must be installed on each individual screen </li></ul>
  27. 27. Case Studies Storm Night Club La Caixa Bank P&G
  28. 28. Gaze to Gaze – Near Future How many who saw the product ad went to the product shelf within 10 minutes?
  29. 29. Future Miniature Device CMOS imager + FPGA / ASIC Wirelessly Connected Built into display bezel
  30. 30. Vision <ul><li>TruMedia will do for out-of-home advertising, what Nielsen did for TV advertising. </li></ul>If the 20th century was known in marketing circles as the advertising century, the 21st may be the advertising measurement century. 22 February, 2007
  31. 31. Thank You